Being Relentless – a Marketing discipline

Affirmative action, Marketing, persistence, Sales

Relentless is an adjective.

Synonyms – Persistent, Non-Stop, Continuous…

An adjective qualifies the noun – grade 5 English grammar course. In this case, the noun is going to be a person. A relentless person a persistent person is how this will be used.

So what is the significance of this English grammar lesson for today’s post.

The other day in one of the posts I mentioned about the I love marketing podcast episode with Chris Voss and I explained why I admired him because of his usage of of words.

With a background in hostage negotiation you have to be careful with your words and the words should have the the exact Nuance of what is being thought by the speaker. That is one of the reasons why his vocabulary is so good.

During the podcast, one of the questions asked to him was on the launch of his book, in 2017 I think, and how he went about promoting it.

One word that he mentioned which immediately stuck in my head was the fact that he was RELENTLESS in ensuring that he was on two interviews a week at the minimum, to promote his book which he is doing to this day.

While the book – Never Split the Difference – is very good, but if people don’t come to know about the book they will not go and buy it. It’s a terrific lesson in marketing from a hostage negotiator. If you keep yourself aware you can get marketing lessons even from the small kiosk on the kerb.

We may have a terrific product or a terrific service but if people do not come to know about it then people will not buy it.

In one word Chris had put out such a big strategy for marketing

Everyone knows about Coke. But they relentlessly advertise about their product so that when you visit the shop or restaurant and you are thirsty the first word which comes out of your mouth is a Coke.

Everyday in marketing and I include sales as part of marketing, if you are not somehow reaching more and more customers everyday , by some mechanism , you will not be able to build a sustainable pipeline and a predictable business.

You need not be brilliant, you need not be teriffic , but if you want to succeed you have to be relentless, persistent et al.

Till next time

Carpe Diem!!!

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