Part 9 of 9: PASSION – From the 9 P's of Marketing*

Mahatma Gandhi said:

“Your beliefs become your thoughts,
Your thoughts become your words,
Your words become your actions,
Your actions become your habits,
Your habits become your values,
Your values become your destiny.”

Why is this quote important? And from the 2 Guyz On Marketing, what are the 9P’s of Marketing and how does “passion” fit into them?

We teach and consult that companies sell and buyers more than products or services. They exchange feelings, thoughts, words, actions, habits, and values.

Branding may fit them together. As a brand manager or marketing manager it starts with “believing” in the product and services you market and sell. Passion needs to show in the “presentation” of your product, service, or brand.

How is your passion revealed in promoting and selling the product or service? How about in its design, its engineering, its delivery, and its setup?

Most people wouldn’t think of “passion” as a variable and a way to differentiate your product or service. It can be very impactful.

One example. Apple’s got it. It shows in all they do. They love cool, elegant technology that makes your life better. They ooze passion not just in their marketing, but in everything they do.

For the 2 Guyz ,“Passion” is seen those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

Emotional, as distinguished from reason and rational decision-making;
A strong liking for or devotion to some activity; deep interest in your partnership/presentation of any of the 9P’s to any target or partner.
According to psychologists, with “passion,” management, brand managers, marketing managers and other employees need another component or two. Needing to extend commitment over a period of time, add inspiration, longevity with perseverance to heighten passion. When you combine inspiration, passion with perseverance, the team may have “grit,” in delivering short and long term sales.
Apple is one of the masters at creating huge excitement around an idea; new product category or product intervention and introduction.
Companies may no longer be judged on what they say, but rather on what they do. Whatever goods and services a company is selling, business will always be better and more sustained when their “People” or employees buy into the company’s culture which is aligned with their customers and users.
An inside-out approach to marketing is the hallmark of successful companies. Nothing is more damaging to “People” and customer loyalty for both internal morale and commercial partnerships—than having the brand say one thing and the employees or “Partners” saying and doing another.
Salespeople have told me that “believing” or believing in the company’s culture leads to a deeper understanding of the product offerings, which allows sellers to better match what they have with what others need and buyers want.

How about passionate sales people? Many sales persons dispute the concept that many sales people can present and sell anything to potential buyers and users, whether the sales people believe in the product or not.

That may have been true in the past, before the web, when manufacturers, producers and sellers held distinct information and specific product advantages, with buyers having limited choices. Not now.

Today, buyers can find tons of information about products, product lines, product variables, product attributes, distribution options, strategic partnerships, pricing, sales promotions, new product development, and more.

Product with “passion” can stand out. Product without will much more likely get lost in the crowded marketplace.

For more Marketing insights, ideas, concepts and Marketing solutions: Go to Londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s or Nine P’s/9P’s of Marketing.