In this Expert Insight Interview, Wayne Mullins discusses his book Full Circle Marketing: Transform Your Marketing and Turn Customers into Evangelists. Wayne Mullins is a CEO, entrepreneur, and author. He founded Ugly Mug Marketing, which has won a lot of praise over the years.
This Expert Insight Interview discusses:
- The fact that marketing comes down to psychology
- How most of us can’t even define what marketing is
- Why do our marketing campaigns often fail due to having a diluted message
It is refreshing to come back to the underlying fundamentals, strip away the technology in marketing, and focus on its psychological part. At the end of the day, it is the psychological aspect that drives decisions, not the technology itself.
You can have the best tool or platform in the world and even the biggest audience in the world. Still, if you violate fundamental foundational human psychology principles, your messages will fall flat. They will not resonate, people will not take action, and you will never convert customers into evangelists.
We always assume that we know what marketing is, but many would likely struggle if you asked them to define what it is and is not. If you can’t define marketing correctly, you don’t have much of a chance of getting it right for your business.
Wayne Mullins and his associates define marketing as “your ability to attract and to keep a customer.” However, there is more to keeping a customer than most people think. It is not just about them coming back every few years for purchase. When Wayne talks about keeping a customer, he means turning them into an evangelist for his products, services, and brands.
In his book, Wayne says that long-term success does not come from easy, quick fixes but long-term thinking and strategizing. As business owners and entrepreneurs, we often become short-sighted as it relates to our marketing.
As a result of our constant struggle to keep everything else in our business under control, we often leave the marketing to others, outsourcing to ad reps and marketing companies without really thinking about what we want our message to be. This leaves us with a diluted message, as there is no cohesive thought or strategy behind all our running ads.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.