Peter Drucker, much missed business leader and professor, said, “The purpose of a business is to create a customer.”

Then, why don’t most people who start businesses move in this direction?

How does marketing create a customer?

Consider marketing to be your megaphone message—it’s your voice, your image into the world. The words do not create a customer. The emotional connection does. (Be sure to connect with Entrepreneur Mastery Academy for Snippet Learning™ in marketing.)

First, who is your likely customer? There will be some surprises, often different than you think!


Imagine who that is, what they look like, what they wear, where they hang out, what they read, what they spend money on . . .

Next . . .What is your genuine curiosity around them? Why do you want to cater to them—Let them know. Communicate your aligned interests, why they are important to you, and what they gain be being aligned with you. Millienials, especially, want to be part of a meaningful cause. They want it straight. Don’t try to dazzle them with your footwork! Their desire to belong is similar to the 60’s when social cause took on great importance. Starbuck’s, REI, and Chipotle do well with this idea. Study their work and find others to model.

Now ask:

• What clever ways have you explored to best serve your audience? Here is an opportunity to shine.
• Find out what makes them happy, not buy. In an older research project (1999) Paco Underhill wrote a worthwhile read about the science of shopping—Why People Buy (He has an updated version to include the internet). Give your prospects a reason to invest with you—guaranteed results, instant relief, or a cause greater than the individual.

Authenticity is a precious trait. It stands upon the shoulders of trust. That in mind, why do companies put conditions on their offers? Conditional “if-then” conditions to receive something. Use the Give-Then-Get™ Principle—Give without conditions; eliminate minimum purchases and dollar amounts. Really give the percentage off with a real sale. Nordstrom retailer has real sales. See why their street cred is valuable! They know the value of VALUE, especially when patrons purchase expensive merchandise; it comes with high expectations.

The hit series, Mad Men, showed the underbelly of the advertising world in its heyday. People grew to look for the lies in the ads, as the American culture became more mature. Today, the internet creates another level of insecurity with malicious codes attached to real ads. Today’s media promotes beauty and products through bombardment. Malcolm Gladwell wrote about this in Blink.

Altruism—reaching beyond self is a rare find. This is why we love to declare heroes. We want to believe in goodness. We admire people. We want to feel that, “My connection with you, will my life better.” It is steeped in optimism.

To enhance your specialty offerings, study and embrace these ideas to underpin a strong start for you and your company. MC

• Pace
• Tone (confident, condescending, prissy, scared)
• Volume

As a gestating child develops,  the mother’s voice is heard reverberating through the amniotic fluid. It is magical to the fetus. Voice is a human’s first powerful connector.

Not enough time and attention is shone on voice training and how your voice is perceived by others. Here is a study I learned about on NPR,  “Can Changing How You Sound Help You Find Your Voice?” The premise was targeting female voices and if their credibility as leaders was affected by the sound of the voice. See if you agree. We can have a “Google Gaggle (group)” around this is you like or use the S.O.S. Group on Linked In. The audio link is below.

As a stage performer, I know the power of voice and tone. It is the coloration that can turn a compliment into a sarcastic comment or an emotional appeal from the quiver in the throat. 

So, please record your voice and play it back as if you were answering a phone call. What do you hear? Is there sincerity, attentiveness, or nasally twang? How old do you sound to your ear? After doing this, you may want to consider re-recording your inbound message to reflect who you want to project.

The sound of a voice can inspire confidence. Sometimes, practice is required to achieve your goal. Like the old joke, “Would you buy a used car from this person?”, the tone of your voice can make or break a sales opportunity.

Company senior managers need to call into the toll-free number or a help line to hear what the customer is hearing—the results will be showstopping! If a receptionist at a medical professionals office sounds like 12 years old, it’s time to change that voice or person because subliminally they do not inspire confidence in the professional being contacted.

My personal favorite is the “panel” that sits in front of a sardine-packed waiting room. If you are onsite, you can experience the impatience and eye-rolling first hand. Considering the demographics of the audience, some impatient tones are rude, waving arms, and discourteous comments, especially to an aging population who may be a bit hard of hearing!

The results of this experiment transcend just wanting to look good. Credentials are on the line, and with fierce competition in every industry, a simple edge can be found in ability to engage and invite people to hear your message.

Technology aside, people want to be heard about what is important to them. You can improve the chances that you will be heard and taken seriously when your tone fits the situation.

As a coach, I find many clients undermine their career promotions and status with poor speech patterns and lowly vocabulary. Consider a time when you were swept up in a situation when the speaker had a magnificent voice. It almost didn’t matter they were saying as much as the lyrical essence of the tones. 

I will publish more on some antidotes and ways to stand apart by using your speech. As always, your feedback is enjoyed and welcome. MC

PS—If you would like to listen to the NPR segment, do so here. Enjoy. mc