Glenn Livingston’s Best Marketing Advice Ever
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If you haven’t met Glenn Livingston, I urge you to check out his work on “hyper responsive marketing.” He’s a psychologist and so he specializes in human behavior patterns, something that is very useful for internet marketing and direct marketing as well.
Today I want to share one sentence that I believe is Livingston’s best marketing advice ever:
“People don’t buy what you do, they buy why you do it.”
Better read that over again. I’m reading it over and over, thinking about situations in my career when I’ve seen it play out but wasn’t completely aware of the simplicity of what I was observing. Now I will be aware. I really like that.
I just got a deeper understanding that the “why” needs to become very obvious to me, not only to my listening audience, readers and coaching clients. Other people can often pick up on our personal motivations a lot faster than we can detect them ourselves. They have internal radar, alerting them to the deep or shallow nature of our words and actions.
Yes, many people are easily fooled, duped even. But that is not what I’m talking about here. I am talking about enduring relationships with clients and customers that are the substance of your information marketing business. Your people and your relationship with your people ARE your business.
Ask yourself why you are doing it today. I mean, contemplate the real reason why you are creating your info products and promoting them. If the answer is swift and short, and it’s spelled “money,” you can be 100% certain that is going to be obvious to your audience. Money is one reason, but it cannot be the only reason if you are going to prosper in information marketing for the long haul.