Market

The Forgotten Market

Garth Beyer

There’s a huge market comprised of people who notice, who are patient, who are watching to see if you show up every day, and if you show up with a consistent passion and focus in your work.

Bernadette is likely the best-type of friend you can make if you’re a brand. She notices good work. She’s part of the forgotten market.

She’s part of the tortoise market, rather than the hare market.

Social has brought us to think we have to appeal to the hare market to succeed; we have to be first, we have to share the most information, we have to continuously thrash (which has it’s place), we have to spread ourselves out, but so much of the racing is to the bottom.

I get caught up in the race from time to time when doing work for clients. Rushing means missing out on thinking about things differently, which requires information to sit for a bit. Thrashing has its place, but only if that’s the market you want to live in.

Think about it, Bernadette would have never talked to the painter if he were racing each day to get the job done, if he had thrown the tarps on the ground instead of graciously laying them out.

You have the choice to be picky about who you appeal to, and I suggest you consider it because all of not only what you do, but how you do it is dictated by the market you’re communicating with.

One isn’t better than the other. It merely does you, your work, and your clients justice to consider what market you want to speak to.

 

Stay Positive & Each Market Is A Lifestyle, Not Just A Marketing Style

Marketing Close To Pain

Garth Beyer

Remarkable Or Pain

When someone is in pain, they’ll do anything and everything for relief, and if you’re in the business of relief, the more you can charge.

Pain is a strong word, but then again, so is need, which is exactly what marketers place themselves in a position to fulfill.

It blows my mind how any podcaster can charge $1,100 a month for a podcast webinar series. It’s crazy how much some marketing conferences cost.

Likewise, it’s never exciting to hear the burger at the airport is $15 or the beer at a hotel bar is $9 a bottle. Yet, owners and businesspeople and marketers and podcasters alike can charge that much because they are in the proximity of pain.

The marketers who invest in the podcast webinar series are in desperate need to get to the top. The starving traveller, well, is starving.

Want to charge more for your product or service? Get closer to the pain, the need.

Or… or… go to the other end, the end of desire and passion and love. The end of connection and bragging and giving.

You have two options. Sell a mediocre burger for an outrageous amount because you’re close to the pain or sell a remarkable burger for a price that matches its value (sometimes even less because it’s a burger you want people to talk about, an experience you want them to partake in, and joy you want to share).

Fortunately for you the market for remarkable is wide-open, there are people there waiting to be blown away with an experience. The market for pain, however, is crowded. Good luck getting in there.

 

Stay Positive & Yes, Fulfill A Need, But Know Which Need You’re Fulfilling First

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Marketing!

Marketing!

Garth Beyer

Everything Is Marketing

I’m known as the marketer in my office. Most conversations I overhear I end up shouting “marketing” when I hear of something someone did on purpose, but my coworkers didn’t realize it.

During some cubical conversations, my coworkers will ask if something is marketing or not. I rarely look over from my standup desk to respond, I just shout “everything is marketing.”

It is.

Each interaction you have whether it’s with an ad, with a client or with your coworkers, you’re marketing.

It doesn’t matter if you’re thanking your boss for bringing donuts, on the phone providing customer service or out mowing your lawn. You’re marketing.

What you’re marketing is yourself and if people who see your marketing know you well enough, by extension you’re marketing your lifestyle, your job, your personality, your story, your brand.

Everything is marketing these days. It doesn’t matter if someone is watching or not.

Nor should it.

 

Stay Positive & It’s Bittersweet, But It Can Work To Your Advantage If You Want It To

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