The Marketing Well - Chapter 4

First of all, thank you for following our discussions on "The Marketing Well." We've covered insights from verse 9, and now we are moving on to verse 12. I'm so excited about this. Let's keep the momentum.

In John 4:12, the Samaritan woman says, "Are you greater than our father Jacob, who gave us the well and drank from it himself, as did also his sons and his livestock?"

This interaction highlights a critical aspect of marketing: addressing and differentiating from existing competition which many businesses have to deal with. In the passage, the Samaritan woman acknowledges the value of the well seemingly provided by Jacob, a revered figure, and questions Jesus' claim of offering something better.?

Well actually, the Bible does not explicitly state that Jacob dug the well mentioned in John 4. The well is traditionally associated with Jacob due to its location and historical significance, but there is no specific biblical account of Jacob digging it. The well is referred to as "Jacob's well" because it was believed to have been used by him and his descendants, making it a significant landmark for the Samaritans. Therefore, if Jacob, a revered figure has used this water, who are you to say I should drink yours? Therefore if Messi has drank bel aqua, who are to tell me to drink your new produced water? Let’s look at how we can beat this in 4 points.?

You need to understand how to handle competition from Jesus' perspective.         

Here are key marketing lessons we can draw from this:

1. Understanding the Competitive Landscape: The woman’s question shows her loyalty to the existing well, symbolizing how consumers often feel about established brands. To effectively market your product, understand the strengths and weaknesses of your competitors. They have loyal customers who no matter what will refuse to patronize yours. Understand these people and know how to present your product to them. It will be difficult to convince a Cristiano Ronaldo fan to become a Messi fan if your presentation isn't good.?

2. Differentiation: Jesus offered something unique—living water, which was far superior to the water from Jacob’s well. Similarly, in a competitive market, clearly differentiate your product or service. Highlight the unique benefits and superior features that set your offering apart from the competition. Product differentiation can simply be exemplified in the features of the product.

3. Communicating Value: It's not enough to simply claim superiority; you must effectively communicate why your product is better. Jesus used the concept of living water to illustrate a deeper, more valuable offering. In marketing, use compelling messaging to explain how your product provides greater value, solves problems more effectively, or offers benefits that competitors do not.? I have actually spoken about unique value propositions in my previous newsletter. Read here

4. Building Trust: Customers may be skeptical of new products, especially when they are loyal to existing ones. Build trust through testimonials or product reviews and transparent communication about what makes your product superior. Show proof of how your product can deliver on its promises better than the competition. Do as Jesus did. He is actually the best marketer.?

Conclusion

To conclude, we will inevitably face competition, even in new markets or with disruptive technologies. Therefore, we must prepare for it at every stage of our business.

By differentiating your product, clearly communicating its superior value, and building trust with potential customers, you can effectively compete with established brands and win over loyal customers.

Thank you for reading. See you next month.