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title: Pauly's Guide to Relationship Marketing
type: website
url: http://www.guidetorelationshipmarketing.com
image: http://www.guidetorelationshipmarketing.com/images/paul-headonly.png
site_name: Guide to Relationship Marketing
locale: en_US
description: Want to be a rockstar product marketer? You need to learn more about Relationship Marketing!

• <H1> Pauly's Guide to Relationship Marketing
• <H3>  
• <H3> You have a company that makes and sells cool stuff but you want customers, distribution and scale. Sounds so simple huh?
• <H3> In an ideal world, you come up with a marketing idea, produce it into an advert, people see it and buy enthusiastically without friction.
• <H3> So why doesn't that happen?
• <H3> Well, because most companies make it hard to buy from them!
• <H3> This Guide to Relationship Marketing was created to help you make it easy for customers to buy from you by teaching a marketing strategy to make your value proposition clear, simple and emotionally connected to their wants and needs!
• <H3> This guide will help you to understand the customer cycle, articulate your understanding of the problem, apply your solution in a practical way, embrace your competition, learn ways to collect valuable data and apply your new found insights.
• <H1> Quick intro to marketing
• <H2> Marketing vs Advertising vs PR
• <H3> Marketing is not to be confused with advertising and PR.
• <H4> Marketing
• <H4> The research, conversations and creative story telling behind the advertising. It's where creative directors and ethnographers sit, absorbing the world around them, decoding it and turning it into something digestible and personal.
• <H4> Advertising
• <H4> The activity of producing 'ads' for consumption. Whether a TV, radio, billboard, print, viral campaign or just a flyer in the mail, advertising is the work that goes into fabricating and delivering the creative that we consume.
• <H4> Public Relations (PR)
• <H4> The creation and maintenance of a positive image when marketing and advertising isn't appropriate. Maybe it's a sensitive moment, a conflict resolution or just a subtle persuasion that is needed. It's where the media, the brand and the public meet.
• <H4> What's the point?
• <H4> The term 'marketing' is used colloquially as an umbrella term to achieve change for a brand through effective interpersonal communication and influential messaging.
• <H4> Companies market to attract customers, keep existing ones, push away the wrong ones and to change gears in a marketplace.
• <H4> Marketing helps to increase profit and market share, reinforce a brand's strength, decrease decision making time, decrease abandonment, disrupt a marketplace, change a habit or move inventory to make room for new products.
• <H4> It also has the power to create perceptions of scarcity, value, authority, approval, emotion and fulfillment. Great marketing can inspire intense passion while poor marketing can bring upon the fall of the greatest empires.
• <H4> So how do you make your marketing do that?
• <H4> Firstly, you need to remember some fundamentals.
• <H1> Appreciating 8 fundamentals
• <H2> Consumers are people too.
• <H3> It's a common misconception that consumers are reliable creatures who make rational decisions, know what they want and are excellent decision makers. They're not.
• <H3> Here's 8 quick fundamentals to set the tone.
• <H5> 1
• <H4> Fact:
• <H4> We're all consumers but we're people first. We need things, want things and attach meaning to stuff. We see ads, get emotionally influenced by them and go to great lengths to justify our choices.
• <H5> 2
• <H4> Fact:
• <H4> We care less about price than many think and most about emotional value. It's called a Perceived Equal Value Exchange and it's why price is just a state of mind.
• <H5> 3
• <H4> Fact:
• <H4> We expect to be interrupted nowadays and we actually seek creative disruption. Ironically, we've also given permission to others and then wished we hadn't.
• <H5> 4
• <H4> Fact:
• <H4> Marketing isn't just about statistics and reporting. It's knowing how to read and tell great stories. The same stories your customers are telling their friends about you.
• <H5> 5
• <H4> Fact:
• <H4> Your friends and customers don't want you living in their back pocket every minute of the day. There's an art to making people want you (and it's not harassment.)
• <H5> 6
• <H4> Fact:
• <H4> People want to be heard and feel visible even if it seems small to you. Taking the time to shut up and genuinely listen without rebuttal can go a long way.
• <H5> 7
• <H4> Fact:
• <H4> Consumers aren't all entitled, tight and fickle. Like any relationship, you coach others by your own actions how to perceive and treat you.
• <H5> 8
• <H4> Fact:
• <H4> Business is always personal. It's why we tip, why we value loyalty, reward referral, network into the night and get hot under the collar when we feel taken advantage of or ignored.
• <H1> The 5 stages of consumer
• <H2> Understanding consumers
• <H3> There are five major stages of consumers in your company; it's important to know who they are, how they got there and what they want.
• <H4> As consumers and the marketplace evolve due to financial, political, social, environmental and technological change, it's expected that motivations, priorities, attitude and emotions toward your brand, industry and product can change.
• <H4> Understanding and respecting this evolution can help you navigate the maze of maintaining powerful customer relationships and building a brand for adoration.
• <H4> Suspects
• <H4> Prospects
• <H4> Customers
• <H4> Adorers
• <H4> Defectors
• <H1> Understanding The Problem
• <H2> So, what's the problem?
• <H3> You've come up with your product and/or service for a reason. Something happened that made you think "the world needs me to make this." Now you need to work backwards and spell it out.
• <H4> The 'genius' behind your product marketing will be the 'you get it' factor that consumers want especially when they can't articulate the problem for themselves.
• <H4> Here are some questions to help you articulate the problem:
• <H4> The goals of this exercise:
• <H4> What's the point of this?
• <H1> Explaining The Solution
• <H2> ...and what's the solution?
• <H3> Your solution is going to change things! But before you announce to the world that you're going to upset the apple cart, remember than not everyone likes the sound of that.
• <H4> 'Disruption' may be a fashionable word in the tech startup world but to most consumers, it represents imposed change. It doesn't mean they won't want it, but their initial response may be resistant leading to mistrust and slower adoption.
• <H4> To change existing habits and infrastructure, your solution needs tell a better story.
• <H4> Here are some questions to help you articulate your solution:
• <H4> The goals of this exercise:
• <H4> What's the point of this?
• <H1> Reading The Competition
• <H3> With your shiny new product, it's likely that your company is going to get in the way of others with similar aspirations. But competition is healthy, fun and it fosters innovation.
• <H4> From GM to Ford and Apple to Microsoft, competition has helped to create powerful brand adorers, so embrace it as a brilliant marketing tactic.
• <H4> Knowing who is also playing in your domain however is key to creating a competitive advantage. Understanding what your competitor's strengths and weaknesses are isn't only just important in the R&D environment, but is often the turning point in a sales negotiation.
• <H4> Here are some questions to help you understand the competition:
• <H4> The goals of this exercise
• <H4> What's the point of this?
• <H1> Research and Analysis
• <H3> There are many ways to learn more about your target industry and consumers.
• <H4> Statistics and metrics are a valuable and power contributor to a smart campaign - they can help you use the right words, choose the right window and in the right manner.
• <H4> That said, relying solely on data can be misleading and cripple genuine innovation. Use it as intelligence to keep in your back pocket rather than to lead the way with.
• <H4> Product design, marketing, sales, support and service starts and finishes with relationships. Data will sharpen your tools but relationships give you reason to use them. You'll be amazed what you learn from non-verbal and off-the-cuff chatting.
• <H4> Some ways to learn more about your target market
• <H1> Applying your knowledge
• <H3> Once you have collected all this intelligence about your customers, competitors and the marketplace, it's a matter of how well you apply it.
• <H4> Despite having more data and statistics to poke a stick at, most companies still get this part very very wrong. Follow some simple rules and you can avoid swimming in the customer dead pool.
• <H4> Suspects
• <H4> Prospects
• <H4> Customers
• <H4> Adorers
• <H4> Defectors
• <H1> Wrap Up
• <H3> Well it's come to that time to wrap up and review what we have discussed about relationship marketing.
• <H4> Marketing is easy when you consider that consumers are just people with an opinion and an emotional attachment to an outcome. They want to build a relationship with those who will genuinely listen to and help them.
• <H4> Take the time to walk through the problem in their shoes, see the world from a competitor's eyes and give priority to building meaningful relationships with them around their emotional outcome rather than just pushing product.
• <H4> Thank you for reading!
• <H3> 
• <H2> Oooh a new email!
• <H4> © Paul Ting 2012

• marketing30
• want26
• problem22
• them20
• solution19
• people18
• customers16
• make16
• relationship16
• how14
• some14
• get13
• just12
• understanding12
• product12
• know11
• time11
• all11
• consumers11
• change10
• help10
• data10
• create10
• great10
• even10
• market9
• give9
• like9
• adorers9
• emotional9
• brand8
• key8
• keep8
• fact8
• customer8
• world8
• need8
• competition7
• new7
• work7
• now7
• relationships7
• process6
• advertising6
• value6
• because6
• most6
• marketplace6
• into6
• point6
• learn5
• research5
• simple5
• take5
• industry5
• company5
• companies5
• communication5
• remember5
• back5

• they are6
• they will5
• you can5
• help you5
• they want5
• you need4

• here are some3
• can help you2
• help you articulate2
• about your target2
• will give you2

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