The mind of a seasoned marketer is a creative and reactionary machine that isn’t given the credit or significance it deserves by those it impacts on a day to day basis. The mental process of a marketer is the reason a marketer can also be referred to as an innovator and problem solver, two key attributes that are vital for any successful business.
A good marketer can present and ultimately sell a product in such a dominant and appropriate fashion that the amount of demand consistently beats out the level of supply. This is what leads to an increase in revenue, which leads to higher evaluations which leads to what is viewed as the finest form of success in the business world.
A few days ago I was talking to my buddy from Microsoft, who has been at the company for years, and we were discussing the new platform his company has just come out with. I asked him the natural question of why it took so long for such a huge company to come out with a product that many similar businesses have already developed more advanced versions of.
His answer was simple. He replied with “We don’t have a marketer, we have geeks that are smart but don’t understand what is sexy and what sells. They just like what works for them”. Then he went on explaining how Apple’s success is all based off the fact that Steve Jobs is one of the greatest marketers of all time. Jobs understood what would sell and be sexy yet technologically advanced at the same time, which is the biggest reason Apple is so successful.
This just goes to show how important it is for any business to have a marketer, the guy that knows what people will want and how it should be presented to them. It’s the key to not only selling your product, but also taking advantage of the available market share.
The marketer knows how to target multiple demographics by making a product seem appealing and more convenient for anybody with a pulse. He makes sure everyone will be able to purchase the product and know how to use it. The marketer understands the mind of a consumer better than anyone else at his company.
Sales are the back bone of the business and revenue is what keeps a company going with cash flow because without cash flow there is no business and the company cannot survive. The marketer knows what must be done to assure his company follows these guidelines at all times.
To figure out different ways to keep cash flow going and relate to his customers, this individual must maintain a degree of versatility and creativity because the most narrow minded businessmen are always the quickest to fail.
The marketer can take the basic model of a product and rebuild it from scratch so it still has the same function but holds a new level of appeal and universality. He understands when it’s time to innovate the product or come out with it’s modified version in addition how to price such products in relation to the concept of supply and demand.
If the marketer valued the money customers pay for his product more than the amount of attraction these people will have for what he’s selling, he would simply be striving for the wrong goals, those of the uninformed businessman.
Finally, what makes the marketer the total package when it comes to selling is his ability to come up with the most effective method of publicizing his product. He creates all of the factors that lead to demand such as brand awareness and public relations. This characteristic is yet another result of the core of the mind of the marketer: his unrelenting street smarts.
Street smarts cannot be taught in school; they are qualities you either acquire from harsh experience or are born with. Having a knack for knowing what people want, how they want it presented and when they will want it most are more natural instincts than textbook taught facts. There is no mathematical formula behind the mind of a marketer. It’s a kind of creativity and innovative technique that every great business has maintained to stay relevant in all of our lives.
Preston Waters | Elite.