One of the greatest characters in Pulp Fiction, scratch that, of all time, is Winston Wolfe, or Mr. Wolf. You may or may not recognize him, considering he only had one scene, but what followed were some lines that may teach you more about marketing than that “Principles of Marketing” class ever did.
Mr. Wolf: “You’re… Jimmie, right? This is your house?”
Jimmie: “Sure is.”
Mr. Wolf: “I’m Winston Wolfe. I solve problems.”
Jimmie: “Good, we got one.”
Mr. Wolf: “So I heard. May I come in?”
Mr. Wolf right here is having the conversation that every business should be having with their customer. It’s quick, simple, to the point, and establishes that they’re here to help. Mr. Wolf establishes that he solves problems, which is what every business should do.
If your business doesn’t solve a problem, you’re either going to go out of business or you’re scamming people. Make sure that in your marketing you’re talking to the right person with the right problem.
Be quick, concise, and establish that you’re here to solve the problem. Once it’s been established, ask nicely for the customer to let you into their home(aka their wallet). They’ll be more than happy to when they know you’re going to solve their problem.
Mr. Wolf: “I’m here to help – if my help’s not appreciated then lotsa luck, gentlemen.”
Good marketing is never desperate. It never begs people to let the business help. Don’t sell yourself short. You know you have value, so if someone tries to cheapen the value of your business, or implies they don’t really want/need you, let them know you’re happy to stop at any time. You do not need them, but they do need your help.
Jimmie: “I can’t believe this is the same car.”
Mr. Wolf: “Well, let’s not start sucking each other’s ****s quite yet.”
A little crude, but this is an important thing to remember. A nice, new, pretty website redesign? On the front pages for some keywords? 1,000 new followers on a social media page? These all seem like big deals, but don’t start jumping for joy before you see if it turns into the only thing that matters(unless you’re building brand equity): more money.
That website redesign might drop conversion rates. Those keywords might get almost no searches on Google. And those thousand followers on Twitter may never want to buy anything from you, especially if they’re not in your target market. There are many more lessons to be learned from Mr. Wolf, as well as many other lovable movie and TV characters, but that will be for another time.