Creating Demand
Did you hear about the plumber who broke into people's homes and sabotaged pipes and faucets so he'd get more business? Me neither, because it didn't happen.
But that's the only way plumbers can create demand for their services. Under normal and legal circumstances, they have to wait for something to happen before homeowners need them.
Same for car dealers. Short of stealing vehicles from parking lots or pouring sugar into gas tanks, a dealer can't make people need cars. He has to wait for that need to arise.
And appliance stores, jewelers, roofers, electricians, landscape companies, tire shops, gun stores, banks, furniture stores, clothing stores, medical supply companies, optometrists, construction companies ...
Most people are not in the market for most things right now. Something will have to happen for most people to be moved to buy.
But eventually they will be in the market and ready to pay. Who will they choose?
Businesses can either wait until people are in the market and hope to reach them at the critical moment, or businesses can work on convincing them before the need arises for what they sell.
Business owners can't create demand for a product, but they can create demand for their business. They can make people want to do business with them before they need to do business with them.
That's the ultimate goal of advertising—win hearts and convince people ahead of time. That way, when the need arises, they've already decided who to spend money with.
That's what every business should be doing all the time. They should be connecting with people and bonding with the public. They should be busy causing people to like them.
That doesn't happen by shouting. It doesn't happen with outrageous claims. Or by listing products and services. Or by telling the public how great you think your service is. Or by reminding people the year the company began.
Potential customers don't care about those things.
Connecting happens with emotion. It happens by touching common values. It happens with charm and kindness and helpfulness and by being interesting. It happens by showing how the business solves problems and makes people's lives better.
That's what people are waiting to hear.
That's how hearts are won and bonds are formed.
That's how business-demand is created.
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