We often spend a lot of time on our pitch. On the arguments and the numbers. But get blank stares. What if we target a specific person?
From the Blog on marketing
Creating a toolkit, a template, any resource is relatively easy. Dissemination or getting others to use your resource is the hard part.
Building a quality product or service is the beginning of marketing, not the end. The ‘how’ is as important as the ‘what’ perhaps arguably more important.
Product launches are easy. There is a formula to follow. Building and sustaining a community is hard work. So perhaps the place to start is ‘who’s it for?’
Creating new policies is easy. Ensuring all staff are aware of and follow a new policy is the hard part. Marketing policy is a long term endeavour.
Without the storytellers continually telling stories, resuscitating the passion that originally brought the policy into being, all the effort and desire will be lost.
First addressing the other’s felt need will help them be open to hearing the rest of what you are saying. Start with want.
We love the field of dreams mythology, and so we create manuals, tools, toolkits, write papers, and believe the masses will just magically show up.
Marketing is not just about selling people stuff – it is also about promoting ideas and change. When you’re denied traditional channels, go guerrilla.