In my experience, when watching media companies market to their clients, they are pretty sure that they know who they are marketing to. But what they are marketing – that might get a different answer.
If you are a direct advertising sales person you probably think you’re selling advertising, perfectly natural to think that. And you’re probably right, but is that really what your prospects buy?
Over the years, having worked with hundreds of retailers, and small to medium businesses, I have discovered that what we are selling is not advertising but something else.
Charles Revson, founder of Revlon Cosmetics, is credited as saying “In the factory we make cosmetics; in the store we sell hope.”
If you think about that, your clients are in the same business: the hope business. By using your media company, they are hoping that they will get more sales, more leads more prospects.
So next time you think about just selling advertising, think about what their hopes and dreams are first.
PHOTO CREDIT – anniebee
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