Learn, Earn, Ambassador

(0:01 – 0:30)
So, here’s a question. Do you present in person the same presentation for your product or your service to a 75-year-old male, the same exact way you would present that product or service to a 22-year-old female? I would certainly hope not. The fundamental of marketing is to sell the benefit of a product that meets the need of a person.

(0:30 – 0:54)
So, let me say it again. The fundamental of marketing, the base, the foundation is the method in which a product or service is sold, i.e., the benefit to an individual’s need. I think a 75-year-old male’s need for any product or service might be a little different than a 22-year-old’s need, especially if it’s a female.

(0:54 – 1:07)
So, I’ll just give you an example of what I’m saying in English. I’m a growth consultant. In the past, our company has consulted for McDonald’s, a national company, but also a one-person shoe repair company in Joliet, Illinois.

(1:07 – 1:38)
I didn’t go into the one-person shoe company in 1994 and offer them a marketing plan for national radio. Now, the benefit would still grow them at some point, at some micro level, but the reality is I’m going to tailor my message and my product and my service to that person or that company’s need. I just got done a week or so ago doing some consulting with another marketing consultant.

(1:39 – 1:50)
And so, I was talking to this person and I said, well, you know, who is your audience? And she explained. And I said, you know, what is the age group? And she kind of explained. And I said, well, here’s the deal.