Avoid This Mistake I've Made in Sales and Marketing for 30 years
I used to think that what people wanted was a "system" to solve their problems.
My "Accelerated Business Growth System":
I created a comprehensive product called the "Accelerated Business Growth System," complete with 36 DVDs, 36 CDs, and three large workbooks. It did well, but I later realised that the focus was misplaced.
What I've Learned People Really Want:
I've come to understand that people aren't necessarily looking for a system or a method. What they're really after is the outcome, the benefit, or the advantage they'll gain from using a product or service.
My Shift in Focus:
I've learned to shift my marketing focus. Instead of talking up the system, I now emphasise what's in it for the customer-whether that's extra money, saved money, or an increase in reputation or significance.
Here’s a Quote That Changed My Perspective:
I've come across some quotes that really encapsulate this lesson. The most impactful one is by Antoine de Saint-Exupéry:
"If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea."
So these days, I avoid the mistake of focusing solely on the system. I believe that by focusing on what the customer really wants-the outcome-I'm achieving better results.
I encourage you to avoid making the same mistake I did. Focus on what your customer really wants, and you'll find greater success.