What is marketing? Literally, marketing is defined as the action or business of promoting and selling products or services, including market research and advertising. OK, there you go, problem solved, or is it? There is actually a lot more to it than what any definition could give you. Marketing is actually more of a cross between art and science. Marketing is the process of adjusting the programmed response of potential clients and creating a desire that must be filled. The Art of Marketing I know, not what you normally think of as an art form. But, what you don’t see is that in order to be great at marketing you have to have a drive and a desire to create that which does not exist. If that is not an art, I don’t know what is. Have you ever gone to a museum and walked amongst the paintings and be stopped mid-stride when you noticed a certain piece of art? That is what a good design should do. With a world of beautiful things to look at you have to create something that make people stop in their tracks and take notice. Whether it be with images, words, or ideas, stopping people in their tracks is an art form. The Science of Marketing No, you don’t have to break out the lab kit and start mixing chemicals. In fact, please don’t, unless that is what you do for a living, in that case mix away. For the rest of us, we need to think more about the science of how people think. When you understand that that only 10% of communication is what you say, you can start piecing together what the rest of the 90% is. The goal is to look at how people react to colors, shapes, textures, etc. in a totally subconscious manner. Then to change their normal programmed responses. How do you do that? You interact with them in a way that they are not expecting, you put your message out there in a way that is designed to speak to their subconscious nature. This means studying how the brain takes in colors, shapes, textures and the like, and then analyzing how to alter the normal parameters to get the desired reactions. So, if you ever thought that marketing would be an easy field to get into, just remember that in order to be a great marketer, you have to be a mix of Vincent Van Gogh and Albert Einstein. At least that is how we view ourselves.
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