That’s a newer definition for marketing and sales. Not the smarmy-feeling ones that you get from getting sold stuff you don’t want.
The trick to marketing is to have a great product that will improve someone’s life remarkably. So they’ll remark about your product to other people they know.
Marketing only works when you have the ability to help someone who is looking for the solution you have to offer – and that solution is way more than what they need to simply improve their life in a minor way.
So you can see that once you find that incredible product that offers an abundant, life-changing improvement – then it is a sin to not find those people who are already looking for what you have to offer.
Again, getting back to Schwartz’ “Breakthrough Advertising”, you may need to help them with their false beliefs that they aren’t worthy of change, or that the identification roles they want are really beyond their capability to achieve or acquire. Or any of several other beliefs that block them from recognizing that the one solution they’ve been looking for is right within their grasp.
Marketing is finding people who are already looking for the product of service you can help them with.
Sure, there’s more details to that, but now you know the core points of all this.
This gets us to the backend you need that converts their “wants” into your own wealth.