If you are relying on traditional market thinking and advertising for your business, you are going to be in trouble in 2005. The markets have moved beyond traditional thinking. I am not sure when this occurred or why. Perhaps it’s speed of today’s market place, variety of customer options and business competition, or need for instant gratification. The whys are not important. You only need to recognize that it has changed!

If you are going to make it in 2005, you must adopt an interactive mode of market thinking. Interactive market thinking will gives you a chance, not a guarantee. A rule of new market place is “there are no guarantees!”

The Traditional Market Thinking

Traditional marketing thinking is about passivity and waiting. You start with a widget you dearly love. You think everyone should buy your widget.

You start your business. You put an ad in yellow pages. You print up business cards. Someone sells you on need for a four color brochures that talks about your widget. You put some ads in local newspaper.

You passively wait for customers to come in door. Some do, but never enough. You try other advertising techniques. You create a flyer and coupons for Val Pac programs. You create a website. You join a networking group. You get a few more customers but still not enough. You even try good old fashion cold calling. You wait and pray for more business.

Joe, traditional model is dead!

The Interactive Mode of Market Thinking

If you are going to have a chance in 2005, you must adopt an interactive mode of market thinking. What is this new mode of thinking? I will outline a set of four skills you need for interactive marketing.

1. You start with a position that market will teach you. Your market is quicker, faster, smarter, and more diverse than you can ever be. If you think you know all of answers your arrogance will kill you. You must start by believing market will teach you what you need to know!

2. Second, you need to bring a different energy to your marketing activities. Do you remember pitch men you see at state fairs? They bring a special energy to their work. At heart of a pitch man is willingness to experiment, to change, to adapt, to be creative for situation, to be a pragmatist. There is no need to be perfect, just good enough! Adopt energy of a pitch man.

Most effort you put into marketing your products should be focused on your affiliates. Why? Because unless you have a big online store or are a recognized company, trying to sell outside your affiliate base is equal to Wal-Mart trying to sell to K-Mart and visa versa. Normally people you are trying to sell to are at same time trying to sell you something in return. So it makes more sense to focus on your own customers. Now I'm not saying to not sell outside your own base but don't neglect customer who is standing right in front of you. They are already in your store but have not been convinced to buy anything. And they have not been convinced to buy anything because no sales clerk has approached them. And when one did approach them they were met by someone who themselves don't use products.