A came across a collection of seminars and lectures by a famous guru a couple years ago. When I saw how big the collection was, my eyes got bigger. I had stumbled across close to $70,000 worth of material.
Now if I didn’t know about this individual – and his associates, there was a bunch of random programs in the box – I would have just seen a bunch of tapes and CDs.
Which is fine, because that’s all they are, ultimately.
But the guru had also spent decades talking about, explaining and selling this material. So I was well aware what kind of results could be had if I actually used the programs that I had found, free of charge.
Just for fun I went to see if they were still being sold and many of them have a price tag from $495 to $1,997. But those are just numbers.
I refamiliarized myself with the guru’s books and articles – basically marketing literature – and got re-excited about my cache of moneymaking courses.
Without the marketing effort, I would not have thought much of what I had discovered. And I would not have taken the time to listen and learn and apply what is in those programs. Without the marketing it would have been just a bunch of tapes and CDs.
The marketing creates value in terms of building desire and FOMO and all that, yes, but it also places the teachings in context, and helps people understand exactly what it is they are getting and WHY IT IS IMPORTANT.
So marketing does more than create value. By creating context, explaining what it means to the customer, you create a way of thinking in the customer’s mind. A way of thinking that supports paying for training as well as investing the time and energy to use it and put it into practice.
Marketing is not just stuff you have to do to sell stuff. You are laying down a road for the customer to travel on, and in many ways you are creating that road in the customer’s mind. And this is even before they buy anything.
Yes it is free at best and actually costs you money to distribute at worst. But marketing is the real work of the business owner. In many cases you can eventually outsource the doing of the thing to workers and trainees, but you will likely never be able to train someone to do the hard work of creating value, and context and literally a world view for the customer to inhabit.
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