Yowsie! - Yowsie Marketing Course

marketing

An Alternative Model

The Outwith Principle for a different approach.

Traditional marketing does not deliberately apply The Outwith Principle. Doing so requires some re-thinking about what we do and why we do it.

Most marketing models are based on who we are and what we are selling.

Many "marketing experts" place a heavy emphasis on image, many salesmen even more. But as a prospect I am not concerned with whether you have an impressive corporate headquarters or drive a flashy car. In fact, I need reassurance that I am paying for a good and reliable product or service and not for superficial peripherals. I appreciate your respect if you are decently turned out when you knock on my door and hand me a business card I can read, but if you drive up in an expensive sports car my first reaction is that would rather buy from someone who doesn't charge me for such luxuries.

Call me selfish, but I am actually not interested in who and what you are, or appear to be. I am focussed on my problems. My computer doesn't do what I want it to. The machine I bought doesn't perform as I expected. However competent I try to appear, there are all sorts of things I just don't know how to do.

I don't care how impressive you are ans, actually, I don't care how impressive your product is. I don't want to shell out for a load of "features" I may never need. And I am actually not quite so stupid as to found the future of my business on the exaggerated claims you are making.

I have problems. Convince me that I can trust you to give me the solutions.

Our marketing model is based on what the prospect needs and how we propose to deliver it.

In the next section of this course we will look at the implications of this thinking for our approach before going on to consider practical applications.

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