Archive for February, 2012

Are YOU a Frustrated Marketer?

February 3, 2012 |  by  |  Marketing Strategy  |  1 Comment

Join the Frustrated Marketers Club

What, you’re already a full-fledged member of the Frustrated Marketers Club? You don’t have to join?

Almost ALL marketers are frustrated with marketing problems: Customers are complacent; they often buy inferior products; they don’t want to listen to you; they don’t understand or trust your messages; they are skeptical, yet they fall hook, line and sinker for your competitors’ lies; they try your product ineptly, casually and indiscriminately; they don’t use it properly after they buy it; and when they are happy with your product, they don’t tell others.

I feel your pain. I’ve worked for decades with consulting clients who in the first 10 minutes of our conversation scream at me in frustration that they have the superior product, but no one wants to listen. Or, that customers are so cynical that they don’t believe a single word. My clients characterize their problems variously as a complacency problem (“I can’t get in the door!,” a credibility problem, a lack of sophistication problem, a product differentiation problem, a reputation problem, an unskilled usage problem, a failure to maintain the product properly problem, an inertia problem or a customers-are-stupid problem. Or, they are getting eaten alive by a much bigger competitor with huge budgets for marketing, or they have fixed past problems but are no longer believed, or they can’t explain their product to potential customers.

Why is it that customers seem to fall for every scheming con man’s pitch, but won’t believe you when you are telling the complete truth?

These are not the problems, they are the symptoms.

“Symptoms of what?,” you ask?

If I told you, it would be obvious, and you wouldn’t value the knowledge. So, I’ll give you a few days to think about it.

What do you think the most common marketing “problems” are all symptoms of?

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