Checking out of marketing.

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Friday I posted that face-to-face communication, bolstered by listening, understanding and empathy is a strong way to convince someone of another point of view.

The problem with marketing today is that too much emphasis is placed on pushing product benefits while not enough focus is placed on consumer need. A great salesman, like a great physician, takes the time to listen before prescribing. And to truly hear. But ads don’t have the ability to listen, they are only one way vehicles. The best they can do is recount having listened to consumers in the past and package accordingly. A work around. We tend to flatten out the selling process in marketing by jumping to the benefit which minimizes effectiveness. Consumer are complicated.

The web allows us to unbundle this flattened process and that’s a very good thing. Let’s find ways to listen, be empathic and helpful on the web. Then we’ll move the sales ball ahead. Proceed to check out? Peace.