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September 01, 2008 at 08:00 PM
In the middle of a very fine publication called Senior Market Advisor is the word “market.” Just what does that keyword imply? It is possible there might be more to be discovered in the word “market?” Have we lost our vision of what it takes to get in front of a potential customer base? Could it be there is more intended than we sometimes take for granted?
If I can be so bold, I believe that “marketing” is at the very heart of what we do. Nothing happens until someone markets something. It can be goods, services, solutions or strategies. I like the concept of “marketing” because it sounds a little softer than the word “sell.”
Most of us work with people who have reached the age of 55 and over. These are people who are beginning to consider the question, “Just how am I going to sustain myself when the paychecks cease?”
The fact is, unless marketing occurs, no business is going to be conducted. That begs the question: How do you market your services? What works and what does not work?
The oldest historical method of marketing was mouth to mouth. Maybe it was a discussion between an advisor in a carriage seat to a prospect on horseback. Today, it might be a passenger sitting next to you on an airplane.
