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Hard work v Smart work

If I could point out the single biggest error I’ve consistently seen in marketing it would be this.

Segmentation!

Peter Drucker summarized the solution for us: “The aim of marketing is to know the customer so well that the product sells itself.”

But how can a product sell itself? 

By being exposed to the right person at the right time (point of need) so that he uses it well and tells others just like him and sells it without you even knowing about it. 

But to do all this, we need to make sure we know the customer as well as he probably knows himself. 

Contrary to what Drucker said, we consider it easier to go and sell the product first instead of knowing the customer as well as possible.

Segment your customer so well that you can find out exactly which slice of that segment needs you more than you need him/her.

Take some time to play around with segmentation. If you can pinpoint your best and worst customers it's well worth the time.

Des MacHale

Takeaway

  1. Stop the hard work. 
  2. Segment and slice.
  3. Succeed with smart work.

Think and let me know if it’s possible for you to know your customer even better than you do today.

Kurian Babykutty

CEO, 40 Parables

Kurian’s a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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