We hope you are at home and doing fine in these difficult times of lockdown and quarantaine.
Today, things do not longer go according to plan. Countries are closing, cities and villages look empty, the good times seem far away. Also our startup, Italia Property Finding, has reached a critical point. Almost nobody is looking for real estate… and certainly not abroad. We could conclude: OK, we tried, wrong timing, it is beyond our own free will, too bad, we’d better give up.
In 2009 we exchanged the corporate safety net for a less secure existence as independent entrepreneurs.
Some said: “Congratulations”
Others said: “Are you crazy or what!?”
Marketing is no longer about telling the world how great your products and services are.
Marketing is not what you think it is.
It is more counter-intuitive than you think.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not even want that hole either !
What we really want is: to hang shelves or frames, and make our home the nicest place on earth. The hole is just a little step in between the product and the experience.
The less people are experienced in marketing, the more they want to have a say in marketing. Because they believe their “intuition” rocks? Well, their intuition doesn’t rock. A lot of principles in marketing are counter-intuitive to non-marketeers. Let’s look at just one.
Your product or service can be complex or hard to build.
That’s why you have a complex story to start with.
But what people buy from you must make their lives easier.
That’s why you need to listen carefully and simplify your story.
At Galland.be, we offer a simplification trail to transform your company into a future-proof organisation that is loved by its customers.