Subscribe via Email

Now Reading

Technorati Profile

« A Wee Little Quiz: Vocation Comes From Vocare, Meaning Voice | Main | Seeing the Leaves for the Forest »

Mar 11, 2005


Steve Pavlina

Seth should read the article "Marketing From Your Conscience."


How true it is. Your, as usual, thoughtful post, made me think about this whole notion of customer "relationship" management. In terms of relationships (wink, wink Hugh, products are conversations). In many of our relationships in life we are either beggars or choosers.

When we are beggars we are with someone whom we desperately want but who plays coy with us. This is called having a crush on someone. An educational experience but not a strong prospect for a long term relationship because it is built on our own overblown expectations/fantasies.

When we are choosers we are being pursued by a beggar (or beggars) who makes us feel great about being wanted. Who we, because we are weak, don't always let down easily or right away, because it sure feels good to be wanted.

But when we are grown up we find someone we like to talk to. We find someone who looks us in the eye and calls BS on us and to whom we do the same. And it feels great. And if it's right, it lasts a long time and is honored (this is what I think a true brand is by the way).

I think this is true of marketing but maybe not in that order.

First, when we start we will do just about anything to gain validation. We give away our beta. We promise anything and we work 24 hours a day to fulfill.

Then, when we are actually at our best we have a symbiotic relationship - helping, being helped by our clients/customers/partners. And both parties are satisfied (by the way, this situation is the one in which both parties feel happiest).

And maybe, when we get cocky from success (as a company, vendor, employee, etc.) we begin to think that worship is our due and that others ought to be the beggars. They feel bad. And in the end, if we have any soudl, we feel bad about ourselves.

Finally, they cheat on us and move on to someone who doesn't take them for granted - and we only find out about it too late. Or worse, out of our own greed, we cheat on them, forsaking their devotion for the promise of the next thing.

Marketing as beggers yes, sometimes. But marketing as satisfyer much better and more long term.

The comments to this entry are closed.

My Photo

February 2014

Sun Mon Tue Wed Thu Fri Sat
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28  
Blog powered by Typepad