There are many strategies and tactics to marketing, but actually, all of this is unimportant compared to the greatest marketing secret of all.
*Cough* excuse me, I mean: The Greatest Marketing Secret Of All.
(Definitely deserving of a little hyperbole!)
Once you understand and employ the secret, winning new and repeat business becomes so much simpler.
I will reveal this (not so) secret in a moment but first, tell me…
What Business Are You In?
Maybe you sell sandwiches. Or personal training. Or perhaps you are a photographer. So the answer to my question is obvious: you’re in the lunch business, the fitness industry, the glamour biz, right?
Well, yes … but no.
Actually the sandwich guy and the personal trainer and the photographer (and the rest of us) are all in the same business.
You see, when we go to buy a sandwich or open a bank account or get a logo designed or hire a personal trainer, yes, we want the product or service we have come to buy, but actually, underlying this conscious, practical need is another subconscious need that we bring with us into the room.
Whenever we approach anyone we bring with us our deep need to experience genuine connections with other human beings.
We don’t JUST want the sandwich, or to get fit or to open a bank account, we also want – need – a Genuine Human Connection. We crave validation.
What we really want is a sweet, uplifting, re-energising hit of Love.
So that’s the secret: We are all in the Love business.
(You may scoff but it doesn’t mean it’s not true!)