How Marketing Works | TravelResearchOnline


How Marketing Works

I don’t consider myself an impulse buyer, but I have purchased a vacuum cleaner from a television infomercial… on Saturday morning… at 3:30 am, from a hotel room in Kansas City. I am usually sleeping at this time of night but on this particular night, I was awake. Something on TV caught my attention, and before I knew it I was the proud owner of The Stick Shark. The “Stick” sucks up screws and bolts like nothing you have ever seen. Today I am the proud owner of The Stick Shark. How did this happen?

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Later that same week…

During the week I read about a 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 Saturday afternoon and I spotted The Tipping Point 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 introduced to me and I was given a few reasons why I might be interested in this 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. I can promise you this, however, that it won’t work unless you do.

This is what you have to do. You have to introduce yourself and your product/service to people… and give them a few good reasons why they should have/own/use one of your “things.” Then, you have to allow the cards to fall where they may… and follow-up when appropriate.

Not every sleep-deprived guy or gal provides their credit card number so they can become the proud owner of a bolt-sucking vacuum named after a fish at 3:30 in the morning. I did. Marketing works folks… but only if you let it work.

Today’s recommendation is to connect with more people and simply tell them what you have for them. Go do a little “marketing.” Some people will pay attention; others will not. Some may even give you their credit card number.


Mike Marchev is the author of the sales book titled Become The Exception and is a popular speaker at industry events. You can receive a complimentary copy of his Special Report titled “Your 12-Word Marketing Plan.” Email Mike and put the number “12” in the subject box. Also, ask about his 3rd Annual Training Cruise coming in November.

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