I’m learning today.
Okay, I learn EVERYDAY. But what I’m doing today is especially exciting: I’m learning more about the Pragmatic Marketing Framework.
Until last week when it was mentioned by a friend at CTI Meeting Technologies, I had never heard of it. But as of 15 minutes ago, I am on fire.
Essentially, the PMF says that we should stop wasting time persuading people to buy what we offer. Instead, we should find out what they want and then build that. To do this, we have to have a whole lot of discipline around us. We have to stop doing the wrong things and start doing the right things. The PMF helps us identify those things and get moving forward with the process of making it happen.
What I am excited about and find so unique is the packaging of this concept. The framework itself is crystal clear. The interactive graphic on their website is glorious in its simplicity — and is the Google maps to your marketing journey. Click through to it, as definitions for each of the blue squares can be seen with a roll-over.
When I was in undergraduate school at the University of Oregon’s School of Journalism, in their then “creative advertising” track, we learned that it’s always far easier to sell someone something they want rather than convincing them to buy something they don’t want or need. Beauty product marketers have known how to do this for years. Women want to look younger…so companies design and sell products that say they’ll meet that need. The global cosmetics industry is estimated to reach 675 billion USD by 2020, according to Research and Market’s Business Wire report from July 2015.
Steve Jobs had his own perspective on this, with his quote about Apple’s success coming from selling people things that they never even imagined. While knowing your customers so well that your products sell themselves is incredible , most of us don’t have 30 years to build a brand from a garage business to a stratospheric success. Rather…we need sales now!
There are 37 discrete strategies to the PMF, which seems like kind of a lot. However, none of them are complete mysteries, as most of us do at least some of them some of the time. They have origins in strategic planning, SWOT analyses, marketing planning, sales, and most of what we learn in business school.
Tools are no good if you don’t know how to use them, but good tools in the right hands are transformative.
As a consultant, kicking off a new relationship knowing that a staff has been coached and trained in a common framework of any kind is exciting. Once you learn the language of the framework, you can step in and apply the years of experience they are paying you for with a much higher prospect for lasting success.
In my case, I’ve been fighting uphill often to convince clients of strategies for which their entire internal structure is underprepared. Creating common ground so that we’re all pulling in the same direction takes a hellishly long time. Yet success without that is hard won and expensive.
I am over the moon thinking about how the structure and principles set forth in the Pragmatic Marketing Framework can be leveraged for even greater client success than I imagined.
Hat’s off to learning new things!