Authentic Marketing

I’m not a marketing expert, or even a marketer, so take the following with the proverbial boulder of salt. Still, I have to market Quinnovation, and I’ve advised orgs on marketing (learning) products, and I’ve taken down a lot of bogus marketing. So when something prompted me to reflect, I realized I had some thoughts on authentic marketing.

First, I’ve argued that good marketing is really good customer education. That is, you should be helping your customers understand why your product is the right thing for their needs. Of course, you should be first designing to ensure that it is the answer. Or, perhaps, an answer, and then helping your customers to understand if they’re the right customer for this solution.

And, when I’ve studied marketing for services, there are several steps that make sense. First, the clear thing is knowing your customer’s pain, and being able to articulate how you solve that pain. You want to help articulate clearly what the problem is, and what’s it’s costing, so that then you can suggest a solution and the benefits.

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