Why Marketing Today Is Pretty Much Like Marketing Was in 1503
A Marketing Fable
The year was 1503 and Jack decided to sell his cow. So, he headed off to the local market with a sign around the animal’s neck that simply said, “Cow for Sale.” He soon noticed that there were several other folks at the market selling their cows too, each with a sign around the bovine’s neck. Soon came a potential buyer who asked Jack how much he wanted for his cow. When Jack replied, the buyer laughed and said, “Are you joking? You want how much for that cow? There are many cows for sale today that cost much less than yours. What makes your cow so special?” Jack rose to the occasion and told the buyer that his cow was indeed, very special, “Oh sir, this cow is unlike any other cow here. Her milk is unparalleled. The cream, oh my, the cream is the richest in the land, and never have you seen a healthier more well-dispositioned cow. Every day she gives buckets and buckets of milk, enough for you, your family and still more you can sell.” And so, marketing was born. Jack made a sale and learned a few key marketing lessons about product positioning and creating points of difference. He went on to sell many more cows and became a wealthy man.
The year was 1787 and Jacqueline and her family lived on a farm far outside the city. She, like Jack before her, wanted to sell a cow. Jacqueline told all her rural neighbors about the cow, but there was little interest. Soon she learned of a newspaper in an adjoining community that sold space in their weekly publication. Jacqueline decided to try it and placed a small ad stating, “Good Cow for Sale. Write to me for details.” Alas, there was no interest. Then she got creative. She placed a new ad in the paper only this time there was an illustration of the cow, with a complete description of the animal and all the benefits of owning such a beast. Before she knew it there were more people offering to purchase the cow than she ever expected. The cow was quickly sold. Before long she was buying other cows and selling them to each person who responded to her ad. Jacqueline had learned about the power of advertising, messaging, and communications and went on to be a wealthy woman.
The year was 1952 and Jackson had a herd of milk cows and he needed to sell all the excess milk they were producing. He wanted to send his message out far and wide. Print ads, however, would take a long time to produce for each newspaper and magazine. On top of that, distribution of each publication would further delay the message getting out. So, Jackson decided to try T.V. He showed pictures of his milk being poured into nice tall glasses and spoke about the richness and creaminess of the white liquid. He showed his cows walking in green rolling pastures. When all was said and done, Jackson sold his milk but also learned about using the broadcast medium, which was a far-reaching and powerful, but one-way communication. Ultimately, Jackson became very knowledgeable about marketing and the use of the new medium. He soon became a wealthy man.
The year was 2020 and Jane had started a company dedicated to making almond milk and soymilk. She knew all the marketing lessons developed over the decades and centuries. She developed her plan and set out to sell her products through social platforms. She used pictures, videos, and proven messaging to extoll the benefits of her products. Soon a potential buyer responded to her saying, “There are many types of milk for sale today that cost much less than yours. What makes your milk so special?” Jane rose to the occasion and told the buyer that her milk was, indeed, very special, “Oh, this milk is unlike any other…”
And so, marketing came full circle. Instead of going to the town market to sell her wares, Jane went to the virtual marketplace where she, like Jack in1503, could communicate one-on-one, face-to-face with potential buyers and answer all their questions to ensure they knew all the reasons to purchase her products.
Oh, yes, Jane became wealthy too. Good marketing will do that for you.
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