I did Marketing courses at University, but I didn’t learn Marketing
there. My approach comes mainly from following Seth Godin. I was once told by a
client (who actually liked me) that I am “the worst salesperson they know”.
This is because I don’t play the game. In a world that is complex, ambiguous,
and random, the product is normally confidence. Clients are confused and are
looking for someone to provide clarity in the form of Point A (here, problem)
and Point B (there, solution). I believe in relationship building (which takes
time), trust (which takes competence, vulnerability, and time), and expectation
management (which takes honesty, and time). Three key pillars of Seth Godin’s
approach are Storytelling, Permission Marketing, and Tribe Building. You need
to understand the story of the listener for your story to resonate. The stories
need to merge. You need to see each other. You need to get to a stage where if
you weren’t there, you would be missed. Your voice and help isn’t interrupting,
it is desired. Good marketing isn’t a transaction with the pressure on one
party to deliver. It is a relationship. The word may seem dirty, but if you
care about something, you are a marketer.
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