How Come I Can't Say My Product Is For Everybody When I Think It Is?

That's a question networkers ask me a lot. And ita message. Not because they won't be noticed - they
seems so reasonable, especially when they really loveprobalby will. But because they won't be believed."
their product. Three answers for you if you are(emphasis added, KK)
wondering about this:Notice Godin refers to "the art of marketing." It is NOT
1. Has everyone bought your product?EASY. Experimentation is required. No one really has it
If not, then everyone has spoken, haven't they? Sigh.down quite yet, including the big guys. Why not
And no, it's not necessarily that your presentation isexperiment with different approaches?
bad. Even with the ideal show 'n tell, there might not bePlease don't hold your breath. Give yourself time so
a match. Not everyone plays tennis, so everyone willyou don't clutch up. Keep your day job longer to
not buy the latest greatest tennis racquet. Somereduce stress. It's OK. Stress doesn't sell.
people prefer golf, so they spend their shekels onBelief 2. Give yourself time to learn to market and how
THAT.to talk to people about your product so you 1) ask for
Helpful belief 1: Recognize you are seeking just peoplethe right ones, and 2) don't turn them off with your
who already share your worldview on the thing towords, by mistake.
begin with. A teensie weensie sliver of the big market3. Before you launch into how great you think your
out there. E.g., some people insist on organic, othersproduct is, TELL the other person upfront that you are
buy regular, even when given a choice. There's roommarketing it. This is NOT like recommending a
for both. Depends on your values, yes?restaurant or movie.
2. When you, the sales person, is talking about yourYou have a financial stake in the outcome of your
product's wonders, your words are immediatelyproduct gushing, but not when you're talking up a
suspect. Seth Godin writes this about that:restaurant or movie. And the moment of truth is
"There's a huge cohort of consumers that shares thealways anxiety producing for people...when the
worldview that marketers are lying scum. If you, theprospective customer finally asks, "So, where do I get
marketer, say it, the consumer won't believe it. If youthis wonderful product?" Uh, well, I have some in my
brag about having the best service in town, thesepurse, or hmm, here's a catalogue, and DON'T
people won't believe you. If you claim that you haveFORGET TO PUT THIS CODE in when you
the best prices or the highest scores in one survey ororder...Argh.
another, they'll ignore you.And you can read her mind then, yes? "Ahh, so that's
Subtlety matters...It's easy to tout your features, focuswhat this is all about..."
on the benefits, give proof that you are, in fact, theBelief 3. Tell up front that you are selling/marketing the
best solution to a problem...Of course you believe theproduct you're about to say nice things about. If you
proof, but your audience doesn't. The very fact thatdon't, "when they finally find out everything you said
you presented the proof makes it suspect... If aabout its wonders will come into question. Even if
consumer figures something out or discovers it on hereverything you said were true, the truth is suddenly
own, she's a thousand times more likely to believe itsuspect. How? By telling an authentic story about how
than if it's just something you claim. (emphasis added,it's helped someone - YOU. That's all you know for
KK)sure, isn't it?
This is where the art of marketing occurs. For mostHope these beliefs help you like they have me. Try
products and sevices, skywriting, billboards andthem. See how they make you feel.
telemarketing are precisely the wrong ways to spread