The essence of self-marketing is the assumption that the product sells itself. The product itself creates demand for itself, the product itself creates a need for itself, the product itself creates value for itself, the product itself creates profit, no one helps it. There are opportunities for a product to create a demand for itself, but they are limited, so the demand is created small, on the verge of zero.
Small demand is naturally small sales. We can say that the only marketer for a product in self-marketing is the product itself, which promotes itself. What does it look like in reality? The scheme is quite simple. Someone produces goods, say a smartphone. Further, this smartphone is bought by some consumer and begins to use it.
In the process of using the smartphone creates positive or negative emotions. Behind emotions is always the idea of a product. In the process of using the goods, a person comes into contact with the idea, the embodiment of which he is. This idea is reflected from the idea of man and gives rise to emotions. The buyer shares his emotions with the people who surround him.
Thus, product marketing starts.
Thus, product marketing starts. The usual environment of the average person is 20-100 other people. Accordingly, the person who in this case acts as a channel for transmitting the idea that lies behind the product transmits this idea to 20-100 other people. These 20-100 people analyze emotions and decide whether to let the idea into themselves or not.
If the emotions are negative, they are closed from them, do not allow the idea of a product, do not pump it and therefore do not want to implement it. The chain is interrupted. In the case when the emotions are positive, people open up to them, are pumped by the idea of a product, they have a desire to realize it. All this gives rise to demand for goods and their sales.
In fact, the product itself creates a demand for itself. Next, the next 20-100 people use the product, they have emotions, they convey them and the idea that stands behind the product further. This happens until all people recognize the idea and emotions and make one of two decisions: to embrace the idea and buy a product, or to close the idea and not buy a product.
Most businesses work according to this scheme.
At first glance, the scheme looks perfect and it seems that professional marketing is not needed. It’s enough just to have a product and find at least one buyer who will have positive emotions and who thereby launches a sales chain. It seems that advertising is not needed, marketing is not needed, branding is not needed, PR is not needed.
According to this scheme, most businesses work. However, business is not going as smoothly as it should. So the circuit is not so ideal. The problem with this scheme is that there are hundreds and thousands of goods. If there was one product, there would be no problem. The idea, launched by the first buyer of the product, like a tsunami would go through the whole market.
There are thousands of goods, so running waves knock each other down. In practice, all this looks very simple. In the morning, a potential buyer meets with someone who bought a smartphone, receives positive emotions from him, as a result of which he has a desire to buy it. After half an hour, he goes to drink coffee with someone who recently bought a new motorcycle.
The smartphone is no longer interested in him, the chain is interrupted
It is clear that in the process of coffee drinking, he receives a lot of positive emotions about the motorcycle, opens up to the idea, lets it through and wants to realize it. The smartphone is no longer interested in him, the chain is interrupted. At lunch, a potential motorcycle buyer meets another person who recently returned from a vacation at sea.
He receives a charge of positive emotions, misses the idea and wants to realize it. The motorcycle is no longer interested in him either, the chain is interrupted here. Further, during the day he receives many more new emotions, he has many new desires, but by the end of the day all this is so boring that the buyer closes himself from all ideas and thereby interrupts all chains.
It is similarly happening with millions of potential buyers of various goods and services. As a result, almost all self-marketing schemes are interrupted, and with them all sales chains. The problem is that the idea is transmitted only with the first emotions. The second time a person by himself does not receive the first emotions. Get them helps only professional marketing.
In theory, there are buyers, but in practice 99% of them are lost
Once interrupted, the second time the process does not start and millions of goods are hopelessly waiting for their customers in the warehouse. In theory, there are buyers, but in practice 99% of them are lost. Self-marketing, which initially looks attractive, becomes a brake on trade. Only professional marketing can solve the problem.