That is it in a nutshell – communicate to a potential buyer what your product or service can do for them.
Lately I have been re-watching some episodes of Mad Men. It is a netflix series about an advertising agency on Madison Avenue in New York.
The show starts in the late 50’s, some might say the start of the Advertising age. It goes through the 60’s and into the 70’s.
You see the rise of TV advertising as well as the start of the data analysis that they are beginning to do. An interesting episode was when the agency got its first computer to analyse the data they were generating.
The show is interesting, has some great character development.
Various discussions that the idea man – Don Draper has with his various copywriters and other colleagues.
What comes through is that he has a unique understanding of the human psyche. And he has the ability to take a product and build a story around it that really conveys the essence of why someone would need that product.
But what he never does is lie, or tell any type of untrue stories.
No high pressure tactics.
It is about communicating ideas.
That is the core of marketing, communicate the idea to the right person, and let them decide what to do.
If your communication is clear, then they will be able to make the right decision for their personal situation.