“The secret of the Sphinx is that it has no secret. Perhaps the mystery of the advertising business is that it has no mystery.”
– Rosser Reeves
I want to start of by saying I have never built a marketing strategy, nor do I think I ever will. It’s not my right to do so. You shouldn’t either. You don’t have the privilege of building a marketing strategy for your business. Why should you – you have a bias!
Let me tell you who should write your marketing strategy. It should be your customers.
Instead of talking marketing strategies we are going to focus on Buying Strategies. Usually when we here the term buying strategy it is in reference to some sort of financial investment; not with choosing the right plumber, accountant, or grocery store. You could call it a buying cycle, but that term just does not do justice to what a business needs to understand to effectively build an enduring marketing strategy.
Most people don’t think of their buying decision as a strategy…but it is. It is an important strategy. The goal of this strategy is the get the best deal possible at the best price.
If you can begin to think buying strategies vs. marketing strategies you have begun to understand your customers better.
Let me briefly define the foundation to every buying strategy.
- At the base of every buying decision is an emotional need. The emotional need is fed by two things: timing and trust. Once we find a solution that we trust we will buy when we are no longer willing to wait.
- Trust and timing increase as buyers first start talking to people they know who had the same need.
- What comes next is buyers start casually looking at all of their options.
- The next step is where most marketers and sales people come in. Buyers are now responding to marketing advertising, sales calls, and acting on referrals.
- Lastly they choose the most trust and fork over the cash.
To get beyond the the structure of the buying strategies, and get into the nitty gritty details all you have to do is ask. What do you customers need to hear, feel, see, experience to know they are getting the best deal. Where do they go for that information. What low-barrier invitations are they willing to respond to? It’s an open book test and few pass it. Will you?