I don’t consider myself an impulse buyer but, I once purchased a vacuum cleaner from a TV infomercial at 3:30 am.
Usually asleep at that time of night, I was watching the tube when something caught my attention. Before I knew it, I was the proud owner of The Stick Shark. This thing sucks up screws and bolts like nothing you have ever seen. How did that happen?
Later that week…
I read about a new book titled The Tipping Point in the New York Times, by Malcolm Gladwell. It looked like something I might be interested in, but I didn’t give it another thought… until I was browsing at Barnes & Noble on a Saturday afternoon and I spotted it again in the business section. I was soon reading The Tipping Point. How did that happen?
In both instances, “it” happened because I was introduced to the product. In both instances, a product was brought to my attention, and I was given a few reasons why I might want to consider buying the product. I was not shopping for a vacuum nor does my office library need another business book.
I am not sorry in either case, but the point is that it wasn’t in my plans to purchase either product until the product was brought to my attention.
In my mind, this is proof-positive that marketing works. It doesn’t work all the time on every single prospect, but in the long run, it works. But I can promise you that it won’t work unless you do.
This is what you have to do. Introduce yourself and your agency to people… and give them a few good reasons why they should use you for their travel purchases. Then let the cards fall where they may and follow-up when appropriate.
Not every sleep-deprived New Jersey-centric marketing guy provided their credit card number at 3:30 a.m. just so they could be the proud owner of a bolt-sucking vacuum named after a fish. But I did. Marketing works, folks… but only if you give it a chance to work.
Here is what I want you to do: Get out and make it your business to connect with people. Tell them what you have to offer. Go do a little “marketing.” Some people will pay attention, others won’t. And some may even give you their credit card number.
Stranger things have happened. Marketing works.
PS: As for my vacuum–it really does suck up bolts! I am a happy customer and ready to provide a referral. It all started with effective marketing… which works.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
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