Let’s put a little good news back in our day and get this straight, once and for all.
What gives marketing a bad rap is the notion that it is a professional form of manipulation. Nothing could be further from the truth once you approach the subject matter my way. And as far as I am concerned, my way may not be the only way; but, in my mind it is surely the right way.
I get up each morning knowing that there are only two types of people I will come in contact with on any given day. The two types consist of (1) people I can help, and (2) people I can’t help. I have no interest, intention or time to talk anybody into anything they don’t already want to do. My job is to identify people I am in position to help, and who are receptive to my help.
The best way (according to me) to do this, is to implement a marketing strategy where interested prospects are given a reason to contact me. Everything I do is designed to have prospects come to me.
Once “interested” prospects contact me it is easy to direct the conversation toward a mutual understanding. It is easy for me to make people feel comfortable if I manage to get them to come to me. Therefore, everything I do is geared toward you, the prospect, coming to me. This will put me in control of the communication and that is not a bad thing.
A proven way to initiate this particular marketing strategy is to offer my prospects and customers something of value, usually in the form of information and/or education. This system has worked for me for over 25 years and it most definitely will work for you.
Give people a reason to contact you and the rest of the relationship will take care of itself.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at mike@mikemarchev.com.
Mike’s daily column is made possible by AmaWaterways.
