Have you seen the movie Promised Land?
I watched it this weekend. It stars Matt Damon and John Krasinski.
Matt Damon plays Steve Butler, a corporate salesperson that goes around to struggling rural towns buying the right to drill for natural gas on their land.
At the very beginning of the movie, we see Steve at a meeting with Mr. Churchill.
Steve’s applied for a promotion, and Mr Churchill is an executive with some questions for him – like how he manages to close towns at a significantly higher rate – for less cost to the company – than anyone else in the whole company.
It turns out Steve grew up in farming country so he tells him he knows how to relate to the people he’s approaching – “I know them. They know me.”
As the story goes, while he was in high school, he watched his community crumble when the local Caterpillar plant closed down – so knows a thing or two about the situation these people are in. “The truth was, without the plant – without the industry – we had nothing.”
Pressed further, Steve admits that when he talks with his prospects, he doesn’t sell them natural gas, he sells them “the only way to get back.”
Now here’s the thing. As the movie plays out, you see how Steve really works – he uses all the marketing and sales tactics I stand against. He basically lies, cheats, and uses FOMO to get what he wants.
The deceit gets even worse when the deal starts to go sideways, but I won’t spoil the movie for you – but it’s shocking to see the lengths the company will go to in order to turn things around.
I really didn’t see it coming!
What Are You Really Selling?
While the movie is rife with examples of what NOT to do, I agree that it’s important to know what you’re REALLY selling to your clients and customers. In fact, it’s something I cover in my Marketing Fundamentals program.
For example, a company who sells security systems is really selling peace of mind.
A yoga studio might sell class passes, but is really selling self-care. Or inner peace. Or maybe self-healing.
Technically, I sell simple and sustainable marketing plans, but what I really sell is clarity, ease, and permission to be the real you.
Only you know what you’re REALLY selling via your programs, services and products. If you’re open to sharing, put your answer in the comments:
I may sell ____________, but what I REALLY sell is _____________.
If you’ve never thought about this before, or aren’t quite sure what to put in the second blank, let me know and I’ll spend some time and work through it with you.
Once you’re clear on what it is, be sure to communicate it in all your marketing endeavours. Just promise you’ll do it more ethically than Steve, okay?
Is your marketing doing the heavy lifting for you?
If it’s not, you’re likely getting tired of working so hard.
I have a mini-training just for you.
It’s about 15 minutes long. There’s no opt-in required.
Go ahead and click the button – then press play.