Insufficient Evidence?

I found this newsletter to be interesting. In the first article, the discussion is about how great it is that CMS denied coverage for CTC (see earlier posts to learn what this is). The very next article on the very same day shows that through Early Detection (read: screening), we show declines in cancer rates. Yet there was insufficient evidence to support the CMS decision. Some days it is absolutely fascinating to see our government in action.

America's Favorite Radio Station

One of the keys to being a successful marketer, whether marketing big expensive healthcare equipment or toothbrushes, is to remember America's favorite radio station:

WII-FM (What's In It For Me?)

What will motivate a customer to buy, to respond to a call, to do anything? What incentive do they have? What do they gain? Understanding these questions, and the underlying factors, are integral to marketing success.

It's all about emotion

People are emotional beings. Which means your customers are emotional beings (unless you are selling to actual robots). As much as we like to think people make buying decisions based on rationale facts determined by the features you provide them, it's just not the case. I didn't buy a BMW because it had a 240 hp, inline 6 that gets 22 mpgs in the city. I bought it because of how it makes me feel when I drive it, when I think about myself as a BMW owner.

Anyone that has sat through a marketing class knows this. That's why the professor spent seemingly too long talking about features and benefits. But it's important to remember that it will always be the benefits that sell the product. It's not that my product spins faster because of cool technology. It's that you can make a better diagnosis because of the faster spin (and you can be an owner of cool technology).

Remember, when talking to customers, always think about it backwards. What is the need that could benefit from your feature. Not the other way around.

To post or not to post?

As I'm getting into this blog thing, I find myself in a quandry...is it better to post to make sure things stay up to date, or is it better to wait until the perfect topic hits? I actually think the former is better than the latter.

Give your audience little bits to read. Sometimes it's enough to keep them coming back. Keep it interesting and relevant.

The biggest thing that I'm learning about blogging is that it isn't about always having the perfect topic. It's about sharing your thoughts and expressing your ideas while trying to stay relevant.

Marketing is much the same way. You take a big risk waiting for the perfect campaign, the perfect message, the perfect solution. During all this waiting, you customers are listening to everyone else. Makes getting their ear a whole lot more difficult when you are finally ready to spread the message.

For those of you who stick with me, and have read my posts, thank you for your patience. It's time to blog the way I want to market, and hopefully grow this thing a little bit.

Field of Dreams Marketing

I was going to do a post on what I call Field of Dreams Marketing, and how it is become antiquated. It's the idea that I can develop a campaign or a product that the customers will want; an "If you build it, they will come" mentality.

I had the post all written out and was going to publish it when I stopped. My original argument that it is important to listen to the customer and deliver what they want is sound, I think. It will allow you to be a good marketer and have happy customers. The thing is, it's a very reactive approach.

The more I think about it, the more I think that a great marketer is someone that can listen to customer feedback and deliver what the customer doesn't even know they need. Someone that can anticipate a problem and develop a solution that is beyond the customer expectations.

Ultimately, the Field of Dreams approach isn't antiquated at all, as long as it is persued with one caveat; the customer is at the center of what you do. As a company, you run a risk trying to develop something you think the market will want without actually talking to a customer. However, if you listen to a customer and build something that not only meets, but exceeds expectations, that presents value where they never anticipated it, then they will come, and they will come in droves.