There have been millions of ‘How-To’ books and billions of words written on marketing – what it is; how to use it to build sales; marketing tips, courses, etc.
My position is that most of what is passed off as marketing is actually just selling.
The best and most succinct definition to explain marketing is this:
The role of marketing is to COMMUNICATE LOVE.
And please, before you get the wrong idea, I think I need to explain…
In English there is ONE way to spell LOVE.
In Greek there are TWELVE; from a marketing perspective, SEVEN stand out…
FOUR forms of love that will be POSITIVE in the marketplace:
- Thelo – to delight in
- Philagathos – to love good people
- Phileo – to be a friend; fond of an individual or object
- Philanthropia – fondness of others; kindness; benevolence.
THREE forms of love that will be NEGATIVE:
- Philarguria – avarice or the love of money
- Philoproteuo – ambitious for personal distinction; love supremacy
- Miseo (the opposite) – hatred; to detest; loveless; ‘anti-love’
In business, YOU’VE gotta love someone, something or both – such as:
…Love of what you do and who you are in the marketplace
…Love of the vision you see for a better future
…Love of God, life and who you are in Him
…Love of identifying and solving peoples’ problems
…Love of others and the love of serving
…Love of the product or service you offer in a unique way
…Love of the opportunity to build a great business
…Love of being part of a great team
…Love of having the best reputation in your niche or micro-market.
When communicating love becomes a way of life for you and your team, people will be ‘drawn’ to you like a magnet or the light that attracts moths.
The implication with No. 7 (‘miseo’) is that people [i.e. customers] are not loved but tolerated because the business gets something in return, money.
LOVE is all about an unselfish concern and care for others.
Why then do you think so many large companies struggle (Myer comes to mind) and often fail?
GOOD NEWS: That is the good news!