Episode 12 - Break Out Of Other People's Marketing Channels

Customer Secrets

Here is the thing that bugs me about marketing experts. They tell you that knowing the customers is the first and most important thing you should do. And then immediately in the next sentence, they are giving you tactics on what to do next. If knowing your customer is so critically important, then why do they jump right over that skill?

In this episode, I'll lead off discussing that issue. Then I'll get into the topic that is next in the marketing expert's repertoire. That is: "marketing channels."

Big companies, like Google, Facebook, Amazon, LinkIn all want you to think that you have to go through them and their channels to get to your prospects. This is "channel marketing." The thing that they don't tell you is that they will charge you a toll to use their channel.

When you break out of their channel, your profits go up, because you're not paying them their toll. And another miraculous thing happens - "YOU" become a channel that other merchants would love to use to get to the same customers. When you are the "channel," they will pay you the "toll." So your profits climb even higher!

How do you become a "channel" that other merchants would love to pay you for access to customers? It goes back to that first and most important aspect of the selling process: "knowing the customer."

The person that has the most knowledge of the customer is the channel. That is why Google, Facebook, Amazon, and LinkIn all grew so big. They have inside knowledge of the customer. It is time that you get even deeper knowledge of the customer so you have the edge and break out of their marketing channels.