Read the following story about 2 marketers and see which one of these best fits you.
Bob Scababy was very excited about the new line of products he was marketing. He was so very excited about these products he was marketing because of how well he had heard these products worked in the past. He just knew he was going to make a killing. So he put up a website and started advertising and sending out emails to prospects. He even started phoning prospects and telling them about his great products he was now marketing.
But pretty soon Bob started becoming very discouraged. In spite of how much enthusiasm he displayed for his products his prospects just weren't as enthusiastic as he was. It was almost as if he was attacking or pushing his prospects away.
The harder Bob tried the more it seemed what he was doing wasn’t working, which led to even greater frustration on the part of Bob.
Next we have Large Larry. Larry also was a marketer. But Larry was a little bit smarter than Bob. Larry was also very enthusiastic about the products he was marketing. But Larry you see was like a smart poker player. While Bob if he had a good hand would wear the excitement on his sleeve, announcing it to the whole world Larry was cool and coy. Larry knew that just because he had a good hand or product he knew he had to play his hand with skill not just enthusiasm. .
Larry knew to be effective in his marketing as well as poker he had to have more than just enthusiasm. He couldn't afford to be just so caught up in emotion that he made bad decisions. For example just because a company or product has had a lot of past success that's no reason in itself to get excited. Larry would evaluate such items as the sales growth of the particular products during the past year among other items.
Larry knew that trends change, what's hot yesterday isn't necessarily what's going to be hot today or tomorrow. Companies he knew were the same. A good stock buy 5 years ago isn't necessarily the same good buy today.
But Larry learned something that was even more valuable. The biggest problem our friend Bob had was he would inadvertently almost attack people. What Larry learned that was so valuable to him was how to attract people, customers and prospects.
Larry knew that no matter how enthusiastic he was about his product (and he was on fire about it), he knew that other people wouldn't share his excitement without having tried it.
So he devised ways in his marketing to pay attention and appeal to the wants and desires of other people to attract them.
Think of yourself in conversation with other people. Aren't you instinctively attracted more toward those people who pay attention and actively listen to you?
Of course you are, and that's what Larry has incorporated into his marketing to make it so effective.
So the morals of the story are two fold:
First don't get caught up in excitement and hype such that you can't make sound marketing decisions like Bob.
Second we want to focus on attracting people and customers and not on attacking them just like Larry.
Of course we also want to stay excited and have enthusiasm in our product, that's a given.
Of course that's the focus of my marketing. We're looking to further attract people because what we have at the present time is a marketing phenomenon. We are experiencing hyper growth with what amounts to a magical product.