Race of draft dogsSometimes we get so excited about our products and services that we think that everyone else will be just as excited about them as we are.

To quote Charlie Brown, Sigh!

And to quote the name of a song from the show, Porgy and Bess, It Ain’t Necessarily So.

The realistic fact of life (and marketing) is that the vast majority of people have absolutely no need for the product or service we offer (unless we happen to be selling fresh air).

Even more discouraging is that even a majority of people who need what we offer are unlikely to want it at this particular time.

The throwing mud against the wall to see what sticks method of marketing has proven to be a gargantuan waste of time, money and effort.

So what is a person to do to successfully promote oneself and one’s business?

My suggestion would be to ask yourself the following key questions and to use the answers as a basis for planning your marketing strategy:

  1. What important product or service do I offer?
  2. Who are the specific people who need my product or service?
  3. Among these people, who is likely to be kept awake at night worrying about their pain or problem?
  4. Among these people, who is likely to be yearning for what I can offer, right this very minute?
  5. What are the benefits that they are seeking to enjoy?
  6. Where are these people most likely to be found?

Once you ascertain the answers to the above questions, you will then be able to develop a strategy to target your time, effort and resources in the right direction; and no longer invest in the useless practice of metaphorically trying to sell ice to Eskimos in winter.