PROFFITT MARGIN IS AN ADVERTISING AND MARKETING CONSULTING FIRM LOCATED IN TULSA, OKLAHOMA. THE FOUNDER, RANDY PROFFITT M.B.A., (AHHH NOW I UNDERSTAND THE NAME) BELIEVES THAT LIKE ALL GREAT IDEAS, MARKETING IS SIMPLE. SOMETIMES WE JUST NEED TO PEEL THE LAYERS AWAY, THEN WE HAVE THAT "AHA" MOMENT.
The Customer Language
I have written about the comparisons between marketing and the evangelistic efforts of missionaries. You would not expect a missionary to land on the shores of a native group and begin speaking the missionaries language, explaining in exhausting detail the greatest aspects of their beliefs. To be successful, there is a process that is followed. The missionary spends time with the native group, learning their language, their culture, and their beliefs. What may be more important, however, is that the relationship is also growing the other direction as well. It is not until this trust is gained, the relationship groomed, and a conversion can take place that the missionary can be effective in spreading its message. The growth of the message grows exponentially when the recipient of the message becomes the messenger.
Today, we can see countless examples of clear violations of the process. Businesses (the missionaries) begin the relationship with us (the native group) without ever trying to learn from our wants, needs, concern or culture. It would be similar to a blind date asking for marriage on the first date.
Talk to me. Find out about me, my beliefs, my values. Learn my language. Then convert me.