“Hope Marketing” is a term coined by Jeff Walker in his book, Launch. This is a type of marketing where you create a product or service, and hope it goes well. You put it out there and keep your fingers crossed that people will purchase it.
Does that sound familiar?
The problem with Hope Marketing is that is puts “chance” into the equation. Don’t get me wrong; hope is not a bad thing, but when it comes to your business, you want to eliminate chance and maximize guarantee.
In terms of the book, Launch, it’s about using Jeff Walker’s proven Product Launch Formula. If you follow the formula he outlines in the book, you are not just hoping your launch will work, you know it will because you have a well-thought out plan that has worked over and over again for other entrepreneurs.
So, you may be wondering, how does this apply to your marketing?
Let me share a story with you. Many years ago, I was a marketing manager for a hospital system. It was a challenging job because I worked with many smart clinicians who wanted to tell me how to do marketing. One time, I asked one of my internal customers – a smart woman with a long line of nursing credentials – what made her a marketing expert. She responded that she was surrounded by marketing all the time (as a consumer) and that she understood marketing as a result. Here’s what her response revealed to me: Everyone thinks they are a marketing expert.
However, what is really true is that people know something about being marketed to. And that’s very different than having an expertise in marketing.
So, let me ask you: Are you truly a marketing expert, or do you know a thing or two about being marketed to?
If it’s the latter, then more than likely, you are engaging in “Hope Marketing” – and you’re not growing your business like you should.
The good news, though, is that you can become an expert in marketing your business. Being a marketing expert is not just for people with degrees in marketing. In fact, my business mentor, Fabienne Fredrickson, says: Your first job is a marketer. And to become a marketer, it’s time to hang up your “Hope Marketing” strategies and start learning about effective marketing.
How can you learn effective marketing? Read books, hire a marketing coach, join a business school*, employ a marketing manager for your business, take an online class. Do whatever it takes (if often means multiple methods). Even me – with my 15+ years of marketing experience – I still study marketing. I don’t want to rely on hope to market my business – and you shouldn’t either.
You are meant to be a success. So put to rest your “Hope Marketing” methods and seek out opportunities to learn how to effectively market your business. When you learn the proven formulas, benefit from the mistakes people made before you and understand the science behind marketing, your business will flourish in ways you never thought possible.
Photo courtesy of Artotem
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