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Apr 11, 2019    Burn Book

Your Ideal Client Is a Self-Absorbed A-Hole


Lifes a Pitch

Since the moment you were born, you’ve been selling something. Whether you know it or not, you’ve been engaged in several sales cycles (or one long one depending on your religious beliefs) your entire life.

When you crapped your pants as a baby, you would cry. While some might call it an automatic biological response to the discomfort of having crap in your pants, we call it a pitch. A sales pitch to your parents to get you changed and cleaned up. Hopefully, you never missed a sale. Made your quotas. And kept your butt nice and clean.

As you got older, these transactions became a little easier to see. Maybe in elementary school, you put gum in a girl’s hair. In this instance, you were pitching emotions. Letting her know how into her you are. Then, maybe in high school, you drew a certain limb on your teacher’s car to show her how wack chemistry is. You could’ve been selling a number of things in this case, but we’ll just go with nudism.

Obviously, sales tactics at the early stages of our lives we’re amateur, to say the least. We’ve come a long way since crying and hair pulling. But it’s not the difference between sales tactics that separate our Austin design firm from the rest of the imitators. It’s the difference between people who perceive life as an ongoing pitch, and those who don’t.

The Sales Paradox

Some might say that you can’t possibly be selling when you’re buying something. But this couldn’t be further from the truth. Picture buying clothes. What really is your end goal? For many people, it’s to impress. The acquisition of clothes is just a component of a much bigger promotion. Self-promotion.

This idea of self-promotion is critical to understand the new era of advertising that we’re living in. As a branding agency, we study various types of self-promotion and how they are manifested, as it reveals purchase habits and buying trends. By analyzing these patterns and habits, we’re able to create enhanced brand content that speaks to the consumer on a far more personalized level.

From a marketing and branding perspective, it’s important that you have a grasp on what your client wants to sell and the message they want to permeate. But what’s even more important is understanding what THEIR clients and customers want to sell. What are their end goals? And what type of self-promotion are they seeking?  

Once you’ve identified this, you can begin designing messaging and personalized advertising that speaks directly to their end goal. Going back to our original example, if an individual is driven to purchase clothes because they want to portray themselves a certain way, we structure the messaging more along the lines of social perception. We identify the influential forces in that buyer’s landscape and synthesize it into enhanced brand content.

But what if someone wants to buy clothes for function? In this case, it becomes harder to see what it is they are selling. But that just means you have to dig deeper and ask, what is their end goal? You would start with the function they are looking for and go from there. This is the process of defining your audience.

Closers Only

Defining your audience and what their intentions are is just the beginning of an effective sales process. If you can’t execute correctly, or accurately synthesize and apply the information you learned, you’re not going to close the deal.

That’s why using an experienced branding consultancy can be so beneficial. If they’ve worked with companies in a variety of industries chances are they’ve been exposed to a wider demographic of people, and know how and where their motives are formed. In new era advertising, this is a process we’ve adopted and utilized with great success.

If your audience’s intentions are a mystery to you, our Austin Marketing consultancy might be able to help. Let us pull back the curtains, while you watch the show.

Let Your Curiosity Take Control