The Heart of Marketing
The Heart of Marketing is based on an online survey Judith Sherven and Jim Sniechowski (aka Judith & Jim ) took while pr
What Do You Most Want To Know About Soft Sell Marketing?
They received 772 questions fr
Judith & Jim chose 45 questions that best represent the key concerns expressed by those who answered our survey, and they form the basis for this book.
The Heart of Marketing has several objectives that make up the overall intention of the book.
First, no c
There is no c
Soft sell marketers serve the well-being of their cust
Hard sell marketing focuses on money first and foremost and, in so doing serve its cust
Second, heart-based: we validate and support the value of the heart-to-heart connections brought to the marketplace by soft sell marketers. Their need for a felt connection between seller and buyer creates a level of emotional authenticity and transparency that adds a dimension to a sale beyond a mere c
Even on the Internet, where a cust
We repudiate that notion and point to the validity and social value inherent in soft sell marketers’ ambition to generate money as it ranks second but equal to their concern for the well-being of their cust
Finally, spiritually rewarding: it’s our aim to provide support for and articulate the internal aspects of marketing, because a successful sale is more than just numbers and product delivery. Every successful sale, whether soft sell or hard sell, is a co-creation of both the buyer and the seller, regardless of whether either or both are aware of their fundamental interdependence.
Quoting John Muir, naturalist and founder of the Sierra Club—
“When we try to pick out anything by itself, we find it hitched to everything else in the Universe.”
The interconnectedness in which we all live is the signature statement of Creation. So it does all of us well, financially and spiritually, to keep aware of this undeniable fact. And when we do, we market through a broader lens of consciousness and a deeper sense of conscience.
That’s why our objective is to open and inspire your soft sell imagination and set a foundation for your understanding and use of soft sell marketing.
If a person was searching for your item on Google, what key words should they use?
Judith and Jim, Mentorship, Marketing, Cust
To understand whether or not s
The intent on both sides—the seller and buyer—is an increase in money. So it’s fundamentally a
The sole purpose of this exchange is the accumulation and increase in the amount of money over and above that with which both buyer and seller entered into the transaction.
Now imagine that you are a parenting counselor and a young couple brings you their 5-year old. She’s having difficulty adjusting to school. You give them guidance and it works. The child begins to enjoy school.
When they hand you their check, do they expect the amount of the check to return to them plus a profit? Of course not. That’s not the nature of the exchange.
What you've done is facilitate a change in their life experience. The young couple wanted the quality of their life to be different and you helped them make that happen. That’s why they’re paying you.
For that kind of life-change transaction we use the term Return of Experience or ROE. Soft sell marketers, for the most part, specialize in ROE transactions.
ROE marketers include all health providers fr
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