I’m about to say something that has really gone out of vogue on LinkedIn…
“The purpose of marketing is to sell!”
Marketing is a force multiplier. Great marketing helps sales sell more product, to more people, faster than they could on their own.
If you spend any time on LinkedIn, you may be under the impression that today’s marketing is not about selling at all. Marketing is now about giving, building community, educating, empathizing, sharing, being 100% authentic. While I admire and strive to emulate the above traits, if these are your marketing goals, your company is headed for financial disaster.
The Titans (Barnum, Ogilvy, Bernbach, Jobs, Burnett, etc…) did not “give away” value (or anything) to build buyer trust. Great marketers know how to “articulate” value and conquer buyer fear in order to sell more product and services.
“The purpose of advertising is to sell. That is what the client is paying for and if that goal does not permeate every idea you get, every word you write, every picture you take, you are a phony and you ought to get out of the business.” – Bill Bernbach
It’s never been about the mousetrap. It’s the impact of change. Now, later or never.
So, are you still talking about that drill?