Marketing – Pull don't Push

Are you still using Push Marketing to generate business for you? Is so then it’s time you considered Pull Marketing.

Push Marketing refers to the traditional methods of pushing your product or service in front of potential clients. The “foot-in-the-door” salesman epitomizes this approach. So does cold calling, direct mailing, and accosting people in the street. Advertising in magazines, TV, radio, and Yellow Pages are also examples of Pull Marketing.

The Pull Marketing approach relies on building communities of people who you regularly interact with by blogs, social media, talks, networking groups etc. You build credibility and trust which encourages people to gravitate to you.

Both approaches have their merits and their places. Push Marketing is more suited to selling low cost products. But even then, it is becoming less and less effective as people become insulated from adverts that push products in their faces.

For example think of a TV ad that you found funny or interesting. Now try and think what product, or even company, it was advertising. Or, what do you do when you see chuggers approaching you in the street? I’ll bet you put your head down and ignore them. Push Marketing bombards us every day and we’re becoming more and more immune to it.

Pull Marketing is appropriate, even essential, for businesses that offer some kind of service, particularly where that service relies on the expertise of one or a just a few people. Using the channels available to you, especially online channels like blogs, social media, webinars, etc. you continually provide your audience information about your ideas, methods and results.

Push and Pull Marketing

Let’s consider some examples of how Pull Marketing can work, referring to the model shown above:

  • A Business Coach uses his blog and/or newsletters to provide a continuous stream of tips, articles about techniques, advice to businesses, and also results. Potential clients see this and find his information interesting. They subscribe to his newsletter or add his blog to their RSS news reader. Gradually they see him as an authority on business coaching and when the time comes when they decide they want to hire a business coach, he is an obvious choice.
  • A Landscape Gardener publishes pictures of his results on his blog, on his Facebook account, and on Flickr. From time to time, he also publishes articles on topics relating to gardening and horticulture. He also makes videos of some of his gardens and publishes then on YouTube.

Pull Marketing does involve effort on the part of the business owner – writing articles, blog posts, responding to comments, making videos etc. But this is offset by the fact that it is relatively low cost. Blogs, social media, and newsletters cost nothing or, at most, very little. Videos can be made with a low cost camcorder of even a smart phone. The same thing for photos.

Push Marketing on the other hand is expensive. Ads in magazines, ads in Yellow Pages, telemarketing etc. can run to a fortune in costs.

Done properly, Pull Marketing can be extremely effective, Push Marketing is becoming less and less effective as time goes on. See the diagram avove.

So if you run a small business and you’re worried about your marketing costs perhaps now is the time to start thinking about changing tack and using some of the Pull Marketing techniques that I have described in this article.


  1. sell websites

    Hmm is anyonе else encоunteгіng problems with the
    images on this blog loading? I’m trying to find out if its a problem on my end or if it’ѕ the blog.
    Any responѕes ωould bе greatly apprеciated.

    • mike

      Can you tell me which images are not loading properly?


Submit a Comment

Your email address will not be published.

Written by
Mike Brogan
Mike is a website developer specializiing in website design, online marketing, ecommerce design, and consutancy. He has developed website for clients for over 20 years.

Related Posts

How Do Websites Work?

How Do Websites Work?

Have you ever wondered how websites work? This is the first in a series of posts aimed at explaining what's involved in designing, building, and running a website. These posts are aimed at people who want to have a website developed. They want to understand the basics...

5 Myths About Selling Online

5 Myths About Selling Online

Businesses that were smart and had already started to sell online through an eCommerce website before the lockdowns, were able to offset some of their losses by continuing to trade online.

eCommerce Systems Explained

eCommerce Systems Explained

These days, an online shop is a must for any business involved in selling goods and services to customers.

White Label Website Services

White Label Website Services

This article explains what white label website services are and how, as a professional who deals directly with business clients, you can benefit from these services. The Problem Let’s assume that you are a business consultant. You troubleshoot businesses that have...

I hope you enjoy reading this blog post.

If you want me to design a website for you or help you with internet marketing, click here.

Can Customers Find Your Website?

Download Mike’s “30 Website & SEO Tips” for free.

Web Design Secrets Revealed

Take your website design skills to the next level to steal a march on your competition and make your website a success.