The Three Purposes of Marketing

Surprisingly few people can even tell you the purposes of marketing, let alone how to achieve those primary purposes. Marketing is supposed to do three things:

(1) Capture the attention of your target market;

(2) Teach, train, and inform people to help them make the best purchasing decision possible
when buying what you have to sell; and

(3) Lower the risk of taking the next step in the buying process.

Effective marketing accomplishes all three objectives. It causes your prospects and customers to conclude: “I don’t see a better option anywhere else at any price.”

All business owners want more new customers and less competition, more profitability and less waste, more retention and less turnover, better results from their marketing and advertising, more loyalty from their customers, and higher conversion ratios for their sales people. In short, they want to make more money.

Prospects and Customers Want The Same Things.

They want to feel confident that their money is well spent and their purchasing decisions are wise. They want to get the best deal, in terms of both price and value. People intuitively want to make the best decision possible, for them, and not second guess themselves all the time.

Customers want to get the best possible value. As the marketer, you have to figure out what’s important to your prospects, educate them about what constitutes the best deal, and then provide proof that you provide that best deal. If you communicate that message properly, your customer will pay attention, believe you, and then take action.

Give your customers a specific, low-risk, easy to take action that further facilitates their ability to make a good decision. You can’t cram everything that a person needs to know into one ad. You have to provide content about your product or service that removes any perceived doubt about the value that you provide. Thankfully, there’s never been a better time or better tools to provide all of that content and track it’s effectiveness.

Prospective buyers want and need to be educated—so they can feel confident when making their decision. If you are not taking advantage of the tools available to you to do just that, your prospects will find another business that is…

That’s just human nature. We’re all impressed when a business provides a high quality video or free ebook or idea guide that showcases their product or service.

If you provide relevant information, along with a low-risk way for the prospect to take the next step in the buying process, you win business.

If you fail to educate your prospects, you end up in a race to the lowest price with all of your competitors…except for those that are actually using their marketing to build their value case.

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