Business luminary Peter Drucker famously said, “…the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
He’s 100% right.
A lot of people will tell you that your marketing isn’t intended to sell but only to get the prospect to call, visit your website, or come in for a tour… where your sales team can convert their interest into a sale.
I think that these people have set the bar too low based on years of mediocre marketing efforts that have gotten little or no response.
When Apple releases a new product (or even a new version of an existing product) people aren’t calling, visiting their website, or coming in to ask questions… they are lining up around the block to pay a premium.
The right marketing sells there is no question about it.
Of course, a lot of Apple’s marketing is in the product itself… elegance, innovation, user friendliness, community… what’s in your products and services?
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