As a member of EO (the Entrepreneurs’ Organization www.eonetwork.org), I get to attend a learning event almost monthly. I call it my “Continuing Business Education” or CBE program. This month, we had David Meerman Scott speak to us about the New Rules of Marketing:
People don’t like to be sold, but they love to buy. Why? Because selling is not something the buyer does – it is something being done to them – it is coercion. Buying is a willful, sometimes joyful, act. But that’s not different.
What’s different is that the tables have turned and the power is with the buyer more than ever before. Knowledge is power and every buyer has the entire world of knowledge in their pocket. It’s not direct mail, cold calling, or advertising that is the deciding factor. The buyer is the decider – and the buyer is asking Google for the answer to their problem. They are looking to educate themselves with the information they find online. Then they are checking with their trusted friends to double-check their decision. And then they act. When they act, they expect immediate gratification. It’s as simple as that.
To learn more about the new rules of marketing and PR, check out David’s site: www.davidmeermanscott.com
The Entrepreneurial Operating System helps provide the structure it takes to define, document, and be consistent with any business initiative.