This Is Change. This is Marketing.

If marketing is about change, then it stands to reason that change, in marketing terms, is the process in which the seller gets a potential consumer to buy his product or gets an existing customer to continue to buy his product.

A third element, however, is in play and its one we don’t really think about; that element being the ability to deliver a buying experience that has the buyer talking about it to his friends and recommending the product.

So how do you get that these elements to line up?

First, you need to know what your prospect wants.  You find this out by asking your present customer why he bought your product and why he continued to buy it.

Second, you replicate the appeals of the product, as described by your existing target, to an identical target audience, or as close as you can get, and create an offer that is compelling. And you test it. And you test different variations.

Third, you find the top two offers and communicate each to half of your target market.

Fourth, you need to communicate this in many ways. Individually, massively, and frequently in every possible affordable way.

Fifth you need to stand back, measure and see if your research and analysis as well as your communication did its job. Which appeal did better?  Why?

If you didn't get any "change" in the target consumers’ behavior or get anyone talking about it positively, go back and reanalyze your research, your analysis, your offers and your execution.

This is the process of getting and retaining new customers.
Don’t be afraid to fail. Or succeed.

This is it. There is no other way.

The best average in the major leagues, since the dawn of the 20^th century was .381, held by Jesse Burkett of the St. Louis Cardinals in 1900. He was wildly successful even though he failed to get on base more than 60% of the time.

If you truly want change; if you truly want your potential customer or existing customer to buy from you, here is the mantra, “Never, never, never stop the marketing process."

And if you don’t get it, find someone who does to mentor you.