Not Brian McGovern
You may have heard, “If you keep doing what you’ve been doing, you’ll keep getting the same results.”
It seems to make sense. Cause and Effect. If I do action “a,” I get reaction “b.”
While this may hold true in the world of physics, it’s not true in the world of marketing.
To paraphrase Eugene M. Schwartz*, the force that makes your marketing work doesn’t come from you – it comes from the market itself. Your clever websites and postcards, your telemarketing and networking – do not create desire – they can only tap into and direct the desire that already exists in the marketplace.
Your success in business rests upon your ability to “focus those already existing desires” onto your products and services.
Because the force – what the market wants – is constantly changing your consistent action will always create inconsistent reactions.
The smart marketer recognizes that the currents of change are often unpredictable. The only constant is change.
Marketing Is Not The Force – It Exploits The Force
A farmer cultivates the land,sows and reaps. But a farmer does not produce food. Only nature can do that.
A salesperson cultivates relationships, makes presentations and closes deals. But the salesperson does not produce sales. Only the buyer can do that.
