Usable Marketing

Firstly, I credit Dan Kennedy with that quote. It's from a book of his about using presentations to sell. Breaking down the quote: Change Agents - This implies someone who is tasked or called to create change. If you are responsible for selling (or marketing ) in any way, this is likely you. It implies recommending a different set of actions, behaviors, or processes. If you're making an offer to a client or customer, you are trying to affect a change. Change Makers - This is the tricky part. In order to bring about the change, your 'audience' or potential buyer must be ready, open, willing, able and ideally pre-dispositioned to bring about that change as well. This is why targeting and QUALIFYING your customers is so important. And finally, there's Effecting Change - This is the result of both forces being in play. The change agent, in effect, needs to find a suitable change maker. “If you cast the finest seeds onto hard, infertile ground, nothing will grow. But even the most ordinary seeds cast upon rich, so