Who Are You Selling To, the Hungry or Guarded?

from Seth Godin

The hungry person at the all you can eat buffet is happy to take one more item. She doesn’t spend a lot of time comparing this to that, or saying ‘no thank you’ or avoiding certain items. If it’s interesting, “sure I’ll try a little bit. I can always come back.”

The guarded person walking down the street avoids eye contact with the homeless person, doesn’t answer a request from the petition-signer and certainly doesn’t help a Boy Scout with that old lady.

And this is precisely the dichotomy every cause, every candidate and every marketer faces.

Either you’re selling to people who are hungry for what you offer, who are open to hearing what you have to say, who are fans…

Or you’re selling to people who are actively protecting themselves, guarding against interruption or a mistake or worse.

How can you possibly have a strategy about what you’re going to do next until you determine which mindset you’re marketing to?

Here’s the key truth: in any given moment, in any given situation, a person is either hungry or guarded. You need to decide which sort of person you’ll be telling your story to, because one approach won’t work on the other type of person.

[PS the mindset can (and does) change as people go through their day. At the bookstore she might be hungry for a new idea, and just a few minutes later, at the bus stop, she wants to be alone…]

Seth’s Blog

Leave a comment

Filed under Interesting Takes

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s