I could write so much more about this … and I have and I will.
But the core of this message is that in business and in marketing especially, we tend to spend so much time focusing on the technical elements of what we’re doing and how to sell more of it, that we forget the very reason we’re in business in the first place is to deliver value to our clients.
At the heart of all businesses, no matter how advanced and pervasive technology is, there is no escaping the fact that we are all human.
And although it sounds trite and simplistic, understanding human nature is probably THE KEY to success in business (and in life).
Because if we understand how the human brain is wired we stand a chance at successfully communicating our value and potentially motivating certain action … in the case of business and marketing that action is usually parting with money.
Yet the way most people in business behave, connect, market, promote, sell and even present themselves shows me that there is very little understanding of the impact of all this stuff out there.
More frustratingly for me (because this is something that fascinates me so much) is the fact that the majority of small business owners seem somewhat uninterested in a lot of the information out there in the behavioural economics, business and psychology realm and instead seem hell bent on getting intimately familiar with Facebook ads, building digital sales funnels and worrying about whether they should use Mailchimp or Active Campaign.
Way too much time is spent asking and answering the wrong questions. And the wrong actions are being taken, usually leading to more of the same. That old “insanity” chestnut (you know … doing the same thing over and over and expecting a different result).
There’s overwhelming evidence though, that if we focus on what people really want, which in a nutshell is – to be loved – and yes we can debate that one but so far no one has been able to convince me otherwise, then we get to a place where we can do things differently and get different results.
If there’s one thing I’d like you to take away from this post, it’s to go back to your businesses and have a look at how you’re doing everything, form your branding through to your recruitment, and ask yourself if the overall experience you’re offering is making people feel like they want to keep having it.
“They will forget what you said, they will forget what you did, but they will never forget how you made them feel.” Maya Angelou.