Tuesday, October 21, 2008


I had noted in an earlier Blog that the key to marketing is to make someone unhappy, it is then the job of sales to them make them happy, that's how the two work together. - -So what are the tools of unhappiness?

Try F.U.D. the acronym for Fear, Uncertainty, and Doubt!

If someone is happy with what they have you clearly aren't going to sell them a replacement. Only when you break the relationship between what they have and how they feel about it can you expect to get new brain space, and brain space is what you need to convert them into a customer.

So F, U, and D are three great pry-bars or tools you can use to loosen up some brain-space. All of them start out as probes, until one hits a chink in the armor and gets some traction you have nothing, you just slide around on the outside of someone's "satisfaction shield".

You must probe with constant FUD questions to elicit response that will start someone thinking. Do this and in most cases a door will open. Is this marketing or selling? Maybe it's both.

Anyway you must do a series of probative adverts, always asking questions that center around 'what makes you think you are happy'. Maybe you communicate a message that shows why they should be unhappy or happier. Maybe you do positioning statements or explanations that are really questions in disguise. Statements like 'new' or 'better' or the like are really questions, they ask 'why don't you have the newest or the best?'.

Ever consider that the opening of any sales pitch is a marketing message or proposition? You bet it is! Every opening sales pitch is essentially an advertisement. Even if the target says no and walks way, just how is that different than having looked at an ad in a magazine or on TV and passed on it? It only becomes a sales pitch when some brain-space opens up and an idea goes in that can feed the unhappiness and start a change to occur.

In most ways technology marketing and sales is the easiest. Technology offers an addictive solution. Whatever the customer has, it is on the way to being out of date, not enough, too slow; whatever was good about it and made the customer happy is fading away. Technology is about change and change means something better is coming. It is only a matter of time.

What does this mean to the entrepreneur? - - It means two things. One is that the range for new ventures is almost unending and virtually unlimited, it is as wide as the scope of human endeavors and ideas. The second is that you only need to change one thing to make it new; only one problem has to be solved to tap a market. Your business will be based on what makes someone unhappy. It really is simple after all.

Barry Thornton - Technology and Marketing Guy

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