Picture a stereotypical salesmen.
Slicked back hair? Probably.
Freshly-pressed suit? Of course.
Pushy, sleazy, dishonest, scheming, manipulative little scumbag with no sense of moral consciousness whatsoever? Unfortunately so.
But the face of marketing is changing.
Gone are the days in which all almost companies - from small, local businesses to mighty, corporate heavyweights - can get away with scamming their customers.
With scamming you.
I will not deny that deceptive advertising still exists.
But any business model nowadays not based on customer satisfaction is extremely, extremely unlikely to succeed long-term.
Let me explain.
A newer generation of entrepreneurs, salesmen and advertisers are on the rise.
A generation orientated to genuinely helping customers to solve their problems.
To doing the right thing.
This movement is gathering both speed and strength.
These marketers have realised that the best way to run their businesses is through a model of legitimate help, support and service.
The stereotypical negative image of the marketing industry has given these people a bad name, but things are changing rapidly.
Due to the overwhelming power of social media at our fingertips, it is now easier than ever for customers to share their opinion of companies online.
Right or wrong, this capacity to complain has resulted in a paradigm shift...
...marketers can no longer afford to scam their customers!
Longevity.
This is a concept absolutely VITAL to any marketer.
How is it achieved? Customer satisfaction.
Sure, a scam may earn you some one-off money.
But how likely is that same customer to return?
How likely are they to recommend you to someone else?
More probably they will badmouth your business, product or service to everyone they know both in person and online, from their Auntie Jean to the poor unsuspecting postman.
What happens then?
Word of mouth spreads.
People avoid buying from you.
You go out of business.
Selfish marketing will not work in the long run.
Ethical marketing will guarantee longevity.
Today's lesson is simple: treat any customer like they're your first, or they may end up being your last.
Andy Frisella, CEO of 1st Phorm International, strongly advocates this way of making sales.
On his podcast, the MFCEO Project, he talks about not only the killer competitive attitude needed to succeed, but also about the importance of treating customers like royalty.
Going above and beyond.
Doing more than you're paid for.
Entrepreneurs like Frisella are leading this new movement.
I cannot speak highly enough of his attitude, mindset and actions.
He has built his companies around this honourable principle.
As a result, he's now worth upward of $100 million.
It works.
Marketing's paradigm shift from selfish to selfless is underway.
Recognise this, implement it, and build a customer base loyal for life.
Customers that will buy your products or services, that will keep returning to buy them, and that will recommend them to friends and family.
Simply do the right thing, and you will be rewarded.
Remember this, and that You'll Never Walk Alone.
Until the next time...
Alex (N.Y.A.)
Something Extra
How do we come up with a product or service that not only serves our customer but also makes us money?
The answer is that we don't.
Well, not at first anyway.
Before we try to think of the brilliant, mind-blowing, million-dollar-making idea, we must first decide upon who we wish to help with that idea.
Whose lives do we want to positively impact and improve?
1) Think of a target audience/customer
2) Ask: what problems do they have in life?
3) Ask: how can I fix one of those problems?
4) Think of a solution
5) BAM - just like that we have a product/service that will be in demand and genuinely help our target audience
There you go.
You're welcome.