Too many decks and assumptions I see when looking at marketing plans are all about the “pitch.”
And, it is no wonder that they fail.
Because marketing isn’t about pitching.
Marketing is about a series of commitments, assumptions, and choices.
Commitments:
How do we improve our clients?
How do we make our clients lives’ easier?
Here’s the promise that we are making.
Assumptions:
This is what we think will make your life better.
This is what we think will alter your world.
We have a bunch of “noise” that is coming at us, but here is what we think is most relevant.
Choices:
I can’t take on everything, but this is what is important.
By doing this, I can’t do that.
The pitch needs to be put to pasture. The pitch doesn’t work, unless you are a commodity.
Your job is to make the connection, about value and about commitment.
That’s all marketing is: a commitment to taking a journey together that lives both of you better off.