Marketing is the science of tricking people into buying your products.
The above is the marketing definition that I have used for a very long time.
I would like to believe that I am an honest person, and I do not trick people into anything, so I stayed away from learning or using marketing.
My customers, peers, and connections would appreciate and like my products simply because they are so good and relevant. Or so I thought.
Even though I do excellent work and have good ideas, I have never made the impact that I imagined I could. I wondered why for a long time. For sure, people would appreciate that I am not a sleazy marketer.
The data does not support my theory at all.
I looked around at what others were doing, and the only difference I could see was “better marketing.” I did not know what that meant, so I set the intention to “master marketing” and use it in a way that is in line with my values.
Shortly after stating this intent, I stumbled into people like Chris Do, Blair Enns, Jonathan Stark, and Seth Godin. And the way they talk about marketing blew my mind.
Here is a different definition of marketing from Seth Godin:
Marketing is a way to create change.
This statement immediately shifts your focus from “getting more money” to what kind of change you want to create and for whom. And what is the best way to make that change?
You begin to think about effective ways to communicate with people and to build an audience.
You think of ways in which your fans can contribute and support you on the journey to manifesting this change.
You realize that the way you write copy, present your offer, and the kind of products you create can be a generous act if it results in an experience of transformation for those who choose to come on the journey with you.
The tactics of marketing stay the same, but the intent and energy behind them are entirely different.
Here is an example.
You have created a workshop that allows people to transform and transcend their fears to live their lives with confidence and joy.
How much should you charge for it?
Let’s look at two scenarios:
1. You make it available for free, so it is accessible to everyone.
2. You charge $2,500 for each participant.
Which one is better?
You might say that the free model is better because it has the most impact. After all, it has the highest reach, right?
However, the data contradicts that. Human psychology is such that we value more things that are more expensive. Yes, more people will “get” the free workshop, but they will not be invested in it, so they will not be likely to do the hard work required to transform your fears. And information hoarded does not create any impact.
In the second scenario, maybe a few will buy, but they will work hard to get their money’s worth. The participants are very invested, and they will make sure they get the transformation they paid for. And in turn, you will get funding to further your creation of change.
So which one is creating the bigger impact? Do you see how you are also helping the customers, not just yourself, by pricing your products correctly?
From this perspective, we can use marketing tools to create engagement, increase the likelihood of personal transformation, and not just be a ploy to make people part with their money only for your benefit.