070 The Invisible Touch – Why Tom Peters Went Mad
The Third Key: Relationships
Tom Peters, the well-known sales adviser, is often quoted, often read, and usually ignored.
Perhaps because of this he went mad several years ago.
People listened, they read, they ignored… not exactly what a coach, adviser, a guru wants to have happen.
Get Them Off The Raft Marketing
I often talk about a type of marketing (which I coined) called Get Them Off The Raft Marketing.
You're on a cruise ship in the middle of the ocean and come upon a man on a raft.
He's blister upon blister. Lips are cracked. He can hardly see.
He's delirious.
You call down over the side of the ship, "Come on… get off the raft and come onto the ship" and he says……… "no."
Now: how much of your time and energy do you expend getting him OFF the raft and ONTO the ship because YOU know it's better for him?
Oh, we can have him committed because he's crazy.
(We may have some customers and clients we'd LIKE to have committed because they are crazy!)
But what we find is that WE have to change.
So many of our clients and customers would rather stay adrift in the middle of the ocean of uncertainty KNOWING that what they are doing ISN'T working, than they would like to get off the raft and come onto our ship to do something new.
So WE have to change what we say.
We can't PREACH them off the raft. We can't berate them off the raft. We can't even JOKE with them to get them off the raft.
No.
We must find the language that means the most to THEM to help them see why they must get off the raft and onto our ships.
Or Tom Peters will remain Mad.
Not only must we teach HOW to create better marketing, we must find a way to make sure our clients IMPLEMENT the changes we suggest.
Only THEN will their marketing improve.
Only THEN will they improve their bottom lines.
Only THEN will Tom Peters (and the rest of us) see that what we tell people has actually HELPED people.
And THAT's why we do it! To help them.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and personal-touch marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
070 The Invisible Touch – Why Tom Peters Went Mad
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