Marketing? Or selling? Is there a difference? (Really?)
Posted 02-28-2009 at 09:57 AM by spendsmarter
[SIZE=6][B][COLOR=#003366]90% or more of Affiliate Marketers don’t know — [I]and it costs them [U]dearl[/U]y![/I][/COLOR][/B][/SIZE]
[IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/clue-magnifier.gif[/IMG]
There’s an old saying that goes “if you think the cost of [I]education[/I] is high, try [I]ignorance!”[/I]
There’s a fatal flaw in this insight, however, that’s simple but profound: [COLOR=Red][COLOR=#ff0000]it’s not what you [B][I]don’t know[/I][/B] (ignorance) that sinks you… it’s what you [B][I][U]don’t know[/U] that you don’t know[/I][/B] ([U]unconscious[/U] ignorance) that [U]reall[/U]y finishes you off.[/COLOR][/COLOR][COLOR=Red][COLOR=#ff0000]
[/COLOR][/COLOR]
Nowhere is this more obvious than in the widespread ignorance in affiliate marketing of the difference between [B]selling[/B] and [B]marketing[/B]. (Even the name itself demonstrates this lethal ignorance.)
[SIZE=5][B][COLOR=#003366]Why am I raising this issue now?[/COLOR][/B][/SIZE]
Because I was just reminded, yet again, of the [B][I]viral[/I][/B] nature of [I]inaccurate[/I] information, and how quickly and easily it’s propagated — especially online.
I was visiting a popular IM community online when an article caught my eye about selling, and how most people hate the idea of being sellers.
The article was excellent, and drew a large number of positive comments. But it perpetuates a fundamental fallacy — and the evidence can be seen in how it’s repeated in the comments.
[SIZE=5][B][COLOR=#003366]What was this fallacy?[/COLOR][/B][/SIZE]
“Selling is nothing more that finding a need and filling it.”
Why is it incorrect?
Because “identifying a need and satisfying it” is the definition of [U][B]MARKETING[/B][/U] [I]—[B] not[/B] [B]selling[/B].
[/I] [SIZE=5][B][COLOR=#003366]NEEDS define MARKETS[/COLOR][/B][/SIZE]
[B]SELLING[/B] is the art and skill of [B]getting people to [U][I]want[/I][/U] what they [U][I]need[/I][/U][/B] — because no matter how much they [I]need[/I] it, until they [I]want[/I] it, they won’t [I]buy[/I] it!
This highlights a widespread misunderstanding amongst sellers, who tend to think that “marketing” is just a nicer or less offensive word for selling.
It’s not.
Two [U]FREE[/U] [B]Insight Reports[/B] from [B]The Profit Clinic[/B] explain the differences in detail. See below for details.
By the way, if ever you need proof that [B]sellers[/B] — including Internet marketers [I](and the people who run the site I visited) [/I]— just don’t “get” [B]marketing[/B], take a look at the topics and sub-topics menus for posting articles on that site.
I wanted to post under the topic of [B]selling[/B], [B]sales[/B] or [B]retailing[/B]… [I]but they don’t exist![/I]
The [I]only[/I] form of selling listed is [B]Advertising[/B]. (The other two selling activities — [B]visual merchandising[/B] and [B]personal selling skills[/B] — don’t even rate a mention. But the word “marketing” is everywhere, despite the reality that [I]very little [/I]actual [U]marketin[/U]g is done outside of[B] corporate marketing departments[/B], staffed by graduates of marketing degree courses.)
Run that by me again? NO mention of selling — on a web site dedicated to providing training and support for [B]affiliates[/B]... people who are, in reality, members of the [B]outsourced [U]SALES[/U] departments[/B] of the companies or merchants they represent as [B]independent [U]SALES[/U] agents[/B]?
(Can you pronounce “D-E-N-I-A-L”? Can you say “A-P-P-E-A-S-E-M-E-N-T”?)
If a pharmacist claimed to be a physician, or a drug store promoted itself as a medical clinic or surgery, there would be serious consequences, like heavy fines and jail time.
If a soldier claimed to be a general, or a sailor an admiral, court martials would quickly follow.
[B]Yet this kind of blatant misrepresentation is rife in the selling profession — [/B][I][B]including Affiliate Marketing.[/B][/I]
There [I]are[/I] extenuating circumstances, however. In selling, it’s usually the result of ignorance or misunderstanding, combined with the opportunism that’s so essential to sales success.
All this dodging and weaving, ducking and hiding, just to avoid calling selling — well — selling! — is symptomatic of ignorance and incompetence… which nobody wants to admit to.
But here’s the simple truth: [B]ignorance and incompetence are NOT shameful.[/B]
We all start out in life [I]totally[/I] ignorant and incompetent, in just about everything (except for making noise, mess and fuss!) But as we grow and learn, we progressively master the knowledge, attitudes and skills needed to survive and thrive. We become knowledgeable and competent.
It’s called life!
The only thing shameful about ignorance and incompetence is trying to cover them up with subterfuge and deceit. All this really achieves is to compromise our own integrity and destroy our self-esteem.
Hardly [I]intelligent[/I] behaviour.
[SIZE=5][B][COLOR=#003366][B]The sad irony is that it’s so unnecessary![/B][/COLOR][/B][/SIZE]
Instead of trying to hide reality with declarations that we “share”, not sell, and all those other lame swerves and delusions, why not learn what selling [I]really[/I] is, so that we finally break through to the accurate perspective that clears the smoke and mirrors away completely and frees us to rise to our true potential?
And what [I]is[/I] that reality?
Let me digress for a moment and talk about something else. Then I’ll answer that question for you.
[SIZE=5][B][COLOR=#003366]One of the most important aspects of affiliate marketing is [U]leadershi[/U]p.[/COLOR][/B][/SIZE]
Leadership is all about [B]vision[/B].
There are three hallmarks of a true leader:
[B]Hallmark #1[/B][B]:[/B] A true leader (made or born — leadership is about knowledge, attitudes and skills, so it can be learned and taught, or duplicated) has the ability to [B]create[/B] a clear and compelling [B]vision[/B] of a reality that [I]doesn’t yet[/I] exist.
[B]Hallmark #2[/B][B]:[/B] A true leader has the ability to [B]communicate[/B] that vision to those whose [B]resources[/B] are needed to help realize that vision. (These are necessary resources that the leader doesn’t already have.)
[B]Hallmark #3:[/B] A true leader has the ability to [B]inspire[/B] and [B]motivate[/B] those people to [B]contribute[/B] their resources to help realize that vision.
In every honorable, selfless or altruistic calling or profession — like parenthood, teaching, health care, ministry, public service, etc — that vision will typically be for [I]the other person: [/I]the person being [B]led[/B] (educated, inspired, motivated, persuaded, etc) to contribute their own resources to its realization — [I]for themselves![/I]
The wonderful thing about vision in [B]Affiliate marketing[/B] — and raising children, shaping lives, saving souls, etc — is that it’s typically based on [I]someone else’s [B]existing[/B] reality![/I]
Someone like their merchant, if they know their core business.
[SIZE=5][B][COLOR=#003366]So… what’s the reality of selling?[/COLOR][/B][/SIZE]
A true seller has a [B]vision[/B] of a reality that doesn’t yet exist — [I]for their prospect.[/I]
The seller [B]communicates[/B] that vision to the prospect in the hope that they’ll be [B]inspired[/B] and [B]motivated[/B] to [B]contribute[/B] their [B]resources[/B] -- money to buy the products or join the income opportunity, plus time, effort, etc to build their businesses -- in order to [B]realize the seller’s vision [I]for that prospect[/I][/B][I].[/I]
Less stress (from having more free time and more income), better health (from less stress, better nutrition etc), better relationships — and more happiness!
[B]That, my friend, is a vision worth realizing for as many people as possible![/B]
Can you see this more accurate perspective of [B]selling[/B] for what it [I]really[/I] is?
It’s nothing less than visionary, inspired — [I]and inspiring[/I] — [U][B]LEADERSHIP[/B][/U].
[CENTER][CENTER][IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/3d-cvr-m-v-s-220.gif[/IMG][IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/3d-cvr-marktngsuccess-220.gif[/IMG][/CENTER]
[/CENTER]
[CENTER][CENTER][URL="http://marketingmasterclass.net"][B]Click here[/B][/URL] to request YOUR [B]FREE copies[/B] now.[/CENTER]
[/CENTER]
[IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/clue-magnifier.gif[/IMG]
There’s an old saying that goes “if you think the cost of [I]education[/I] is high, try [I]ignorance!”[/I]
There’s a fatal flaw in this insight, however, that’s simple but profound: [COLOR=Red][COLOR=#ff0000]it’s not what you [B][I]don’t know[/I][/B] (ignorance) that sinks you… it’s what you [B][I][U]don’t know[/U] that you don’t know[/I][/B] ([U]unconscious[/U] ignorance) that [U]reall[/U]y finishes you off.[/COLOR][/COLOR][COLOR=Red][COLOR=#ff0000]
[/COLOR][/COLOR]
Nowhere is this more obvious than in the widespread ignorance in affiliate marketing of the difference between [B]selling[/B] and [B]marketing[/B]. (Even the name itself demonstrates this lethal ignorance.)
[SIZE=5][B][COLOR=#003366]Why am I raising this issue now?[/COLOR][/B][/SIZE]
Because I was just reminded, yet again, of the [B][I]viral[/I][/B] nature of [I]inaccurate[/I] information, and how quickly and easily it’s propagated — especially online.
I was visiting a popular IM community online when an article caught my eye about selling, and how most people hate the idea of being sellers.
The article was excellent, and drew a large number of positive comments. But it perpetuates a fundamental fallacy — and the evidence can be seen in how it’s repeated in the comments.
[SIZE=5][B][COLOR=#003366]What was this fallacy?[/COLOR][/B][/SIZE]
“Selling is nothing more that finding a need and filling it.”
Why is it incorrect?
Because “identifying a need and satisfying it” is the definition of [U][B]MARKETING[/B][/U] [I]—[B] not[/B] [B]selling[/B].
[/I] [SIZE=5][B][COLOR=#003366]NEEDS define MARKETS[/COLOR][/B][/SIZE]
[B]SELLING[/B] is the art and skill of [B]getting people to [U][I]want[/I][/U] what they [U][I]need[/I][/U][/B] — because no matter how much they [I]need[/I] it, until they [I]want[/I] it, they won’t [I]buy[/I] it!
This highlights a widespread misunderstanding amongst sellers, who tend to think that “marketing” is just a nicer or less offensive word for selling.
It’s not.
Two [U]FREE[/U] [B]Insight Reports[/B] from [B]The Profit Clinic[/B] explain the differences in detail. See below for details.
By the way, if ever you need proof that [B]sellers[/B] — including Internet marketers [I](and the people who run the site I visited) [/I]— just don’t “get” [B]marketing[/B], take a look at the topics and sub-topics menus for posting articles on that site.
I wanted to post under the topic of [B]selling[/B], [B]sales[/B] or [B]retailing[/B]… [I]but they don’t exist![/I]
The [I]only[/I] form of selling listed is [B]Advertising[/B]. (The other two selling activities — [B]visual merchandising[/B] and [B]personal selling skills[/B] — don’t even rate a mention. But the word “marketing” is everywhere, despite the reality that [I]very little [/I]actual [U]marketin[/U]g is done outside of[B] corporate marketing departments[/B], staffed by graduates of marketing degree courses.)
Run that by me again? NO mention of selling — on a web site dedicated to providing training and support for [B]affiliates[/B]... people who are, in reality, members of the [B]outsourced [U]SALES[/U] departments[/B] of the companies or merchants they represent as [B]independent [U]SALES[/U] agents[/B]?
(Can you pronounce “D-E-N-I-A-L”? Can you say “A-P-P-E-A-S-E-M-E-N-T”?)
If a pharmacist claimed to be a physician, or a drug store promoted itself as a medical clinic or surgery, there would be serious consequences, like heavy fines and jail time.
If a soldier claimed to be a general, or a sailor an admiral, court martials would quickly follow.
[B]Yet this kind of blatant misrepresentation is rife in the selling profession — [/B][I][B]including Affiliate Marketing.[/B][/I]
There [I]are[/I] extenuating circumstances, however. In selling, it’s usually the result of ignorance or misunderstanding, combined with the opportunism that’s so essential to sales success.
All this dodging and weaving, ducking and hiding, just to avoid calling selling — well — selling! — is symptomatic of ignorance and incompetence… which nobody wants to admit to.
But here’s the simple truth: [B]ignorance and incompetence are NOT shameful.[/B]
We all start out in life [I]totally[/I] ignorant and incompetent, in just about everything (except for making noise, mess and fuss!) But as we grow and learn, we progressively master the knowledge, attitudes and skills needed to survive and thrive. We become knowledgeable and competent.
It’s called life!
The only thing shameful about ignorance and incompetence is trying to cover them up with subterfuge and deceit. All this really achieves is to compromise our own integrity and destroy our self-esteem.
Hardly [I]intelligent[/I] behaviour.
[SIZE=5][B][COLOR=#003366][B]The sad irony is that it’s so unnecessary![/B][/COLOR][/B][/SIZE]
Instead of trying to hide reality with declarations that we “share”, not sell, and all those other lame swerves and delusions, why not learn what selling [I]really[/I] is, so that we finally break through to the accurate perspective that clears the smoke and mirrors away completely and frees us to rise to our true potential?
And what [I]is[/I] that reality?
Let me digress for a moment and talk about something else. Then I’ll answer that question for you.
[SIZE=5][B][COLOR=#003366]One of the most important aspects of affiliate marketing is [U]leadershi[/U]p.[/COLOR][/B][/SIZE]
Leadership is all about [B]vision[/B].
There are three hallmarks of a true leader:
[B]Hallmark #1[/B][B]:[/B] A true leader (made or born — leadership is about knowledge, attitudes and skills, so it can be learned and taught, or duplicated) has the ability to [B]create[/B] a clear and compelling [B]vision[/B] of a reality that [I]doesn’t yet[/I] exist.
[B]Hallmark #2[/B][B]:[/B] A true leader has the ability to [B]communicate[/B] that vision to those whose [B]resources[/B] are needed to help realize that vision. (These are necessary resources that the leader doesn’t already have.)
[B]Hallmark #3:[/B] A true leader has the ability to [B]inspire[/B] and [B]motivate[/B] those people to [B]contribute[/B] their resources to help realize that vision.
In every honorable, selfless or altruistic calling or profession — like parenthood, teaching, health care, ministry, public service, etc — that vision will typically be for [I]the other person: [/I]the person being [B]led[/B] (educated, inspired, motivated, persuaded, etc) to contribute their own resources to its realization — [I]for themselves![/I]
The wonderful thing about vision in [B]Affiliate marketing[/B] — and raising children, shaping lives, saving souls, etc — is that it’s typically based on [I]someone else’s [B]existing[/B] reality![/I]
Someone like their merchant, if they know their core business.
[SIZE=5][B][COLOR=#003366]So… what’s the reality of selling?[/COLOR][/B][/SIZE]
A true seller has a [B]vision[/B] of a reality that doesn’t yet exist — [I]for their prospect.[/I]
The seller [B]communicates[/B] that vision to the prospect in the hope that they’ll be [B]inspired[/B] and [B]motivated[/B] to [B]contribute[/B] their [B]resources[/B] -- money to buy the products or join the income opportunity, plus time, effort, etc to build their businesses -- in order to [B]realize the seller’s vision [I]for that prospect[/I][/B][I].[/I]
Less stress (from having more free time and more income), better health (from less stress, better nutrition etc), better relationships — and more happiness!
[B]That, my friend, is a vision worth realizing for as many people as possible![/B]
Can you see this more accurate perspective of [B]selling[/B] for what it [I]really[/I] is?
It’s nothing less than visionary, inspired — [I]and inspiring[/I] — [U][B]LEADERSHIP[/B][/U].
[CENTER][CENTER][IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/3d-cvr-m-v-s-220.gif[/IMG][IMG]http://realnetworkmarketing.com/wp-content/uploads/2008/11/3d-cvr-marktngsuccess-220.gif[/IMG][/CENTER]
[/CENTER]
[CENTER][CENTER][URL="http://marketingmasterclass.net"][B]Click here[/B][/URL] to request YOUR [B]FREE copies[/B] now.[/CENTER]
[/CENTER]
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