Show Notes
Why do this? Run a Sustainable, scalable, profitable, and salable business.
For every sin there is an associated virtue.
The virtues protect one against temptation.
Sin = (Greek and Latin) failure, error, to miss the mark
Virtue = (Latin) Valor, Being your very best
Sin 1 – Sloth = laziness, without care
Ignoring the importance of marketing
Relying solely on word of mouth
The purpose of marketing: Trigger a meaningful conversation – in their mind, with your website, with your team
Virtue 1 – Diligence = persistence
Marketing is equally important to the product
Search, outreach, word of mouth
Sin 2 – Greed = focus on material gain
Product focus
Virtue 2 – Charity = Friendship
Customer outcome focus
Your value propositions have no meaning until they align with your customer's objectives, priorities, and criteria
Why do people buy?
1) To feel better
2) Prestige
3) Solve a problem
4) Achieve a valuable objective
5) To avoid a undesired outcome
Maslow’s hierarchy of need comes into play here. Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in Psychological Review
Self actualization, esteem, love/belonging, safety, physiological
Sin 3 – Lust = seeing the customer as an object
Focus on the transaction
Virtue 3 – Chastity – (Latin) castus = pure
Focus on the relationship
Lifetime value of the customer
Sin 4 – Gluttony (Latin) Gula = Gulp, overindulgence
Seeing marketing as a single event
“Buy now!” as the only view
Virtue 4 – Temperance = restraint, everything in its time
Marketing as a system
“When you’re ready.”
Sin 5 – Pride = hubris, arrogance
How we sell
Choosing the wrong marketing strategy
“Our company…” “Our market…” “ Market leader…” “Lowest Price…”
Virtue 5 – Humility = bravery, modesty, reverence
How customers buy
“Humility is not thinking less of yourself but of thinking of yourself less.” C.S. Lewis
Audience of one, spotlight on the customer
Cast studies, testimonials, customer-focused documentaries
Sin 6 – Envy = When one lacks a superior quality and wishes that the other also lacks it.
Focus on competitive positioning and exaggeration
Don’t mention the competition unless the customer does
Virtue 6 – Kindness = ethical characteristics
Golden rule
Truth, authenticity, positive identity
Sin 7 – Wrath = (Latin) ira -> anger
Fear that it won’t work
Changing strategy to quickly
Virtue 7 – Patience = perseverance
It’s a customer journey that becomes part of your brand promise
updated by G Leavitt
Non Aware (wow)
Problem Aware (why)
Solutions Aware (what)
Brand Aware (which)
Passive Aware (woah!)
Active Aware (when)
Patience is not an ability to wait, but the ability to keep a good attitude while waiting.
