How can I get good people to listen to me? ”
When did you last wonder that?
Part of the reason why marketers everywhere have such a hard time getting people to listen to them is because their audience (i.e., us) does not fully believe.
So how can they be a leader of ideas?
Problem ...
We all know that retailers are “selling” anything (they’re not experts?) And that they’re going to say any good words and make any promises they have to make, in order to sell.
So we, as advertisers, are suspicious. Yes, including network advertisers. Because the average consumer does not know that we mean good things to sell and make a few shekels, or because we really like ourselves.
Here is the good news ...
WE ALL like to buy things, don't we? So ask yourself: 'What kind of person would you rather buy from?
Here's what I do. In any case, I am looking for a member of the team, figuratively speaking.
As a passionate tennis fan, when I thought of the new tennis racquet, I would not go to Wal-Mart to buy it. Instead, I often went to a good tennis coach, took a lesson or two, and asked for recommendations. I go to the best tennis courts and people I can meet. Because I love tennis.
And yes, I just know that someone or a store is doing something for sale, I don't care. What matters is that they know and love their tennis.
Suppose, as a consumer, you know that nutrition is important. You know you need to add. And you are looking for complete food-based products, no synthetics.
Or you may be concerned about how your skin looks, and you believe that the ingredients for the skin care products you use make a difference. Eg. no chemicals or no animal products.
So who can you buy from?
A. A retailer that sells a variety of healthy foods or skin care products as part of their ‘line’,
or
B. Someone who cares about nutritious food like you, or for skin care and non-chemical products like you, and who sells a certain line because you LOVE it and use it themselves?
This is where network advertisers have a higher limit than regular advertisers. If you sell it because you like it - because of the way it has helped you - you are like a tennis coach recommending racquet to a budding player. He is a quick 'ideas leader' for tennis players and wannabes tennis player.
Ordinary retailers are wondering what it takes for a business spokesperson to be considered a leader of ideas, so they will be heard when they deliver advertisements for their products.
In a survey conducted by a reputable PR company, they asked, “Who is a respected ideologue leader?”
Findings:
"68 percent of respondents said: 'Someone like you or your peers' is the most reliable spokesman about your company."
Isn't that what we just said? Team member (or more enthusiastic than you), or your peers or better? Someone like you or more?
Ordinary retailers have a much bigger hill to climb than network advertisers. Many do not use what they sell, and they do not market because the products have changed their lives. Usually they are NOT a member of the community who care about X.
They are just trying to sell things to people who care about X.
People who care about X, as consumers, who do not like to buy from people who do not really care about X in their hearts and lives.
We want to buy X for X lovers.
X lovers are the leaders of X ideas.
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