Despite what you may have heard, there should be two winners to every negotiation.

The best result is a win-win, when two parties both walk away from the table feeling good about what they’ve accomplished for their side.

Because when two parties feel good, there is a much better chance for a long term relationship.

When one side stomps on the other, the stomper may feel some short term gain, but odds are that the living/working situation that will follow ain’t going to be too pleasant.

This simple concept is a basic rule of negotiation.

And . . . as I was thinking the other day as I was scrolling through my index of my most successful (and least successful) marketing initiatives . . . it should be a basic rule of marketing.

You can’t just think, “How do I sell the most tickets?” which translates to, “How do I win?”  That approach is way too “sell”-fish.  You have to think, “How does my audience member win too?  What does my audience member want?  What is going to make their lives more interesting/easier/better?”

Marketing campaigns to sell tickets or promotions to get attention for your show are the most successful when they put the audience member first.

And when you do it the right way, the customer doesn’t even realize they are being marketed to.

Need an example?  Click here.  Toilet seats down, one of my favorite win-wins ever.

(Got a comment? I love ‘em, so comment below!  Email subscribers, click here then scroll down, to say what’s on your mind!)

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