Marketing
is focusing on your customers' needs,
rather than on your product or service—and profit is the by-product.
Marketing and key staff hiring are two business functions that should never,
on any account, be reduced in importance or delegated to anyone lower in an organisation than the CEO.
Look at your marketing campaign and strategy.
Put yourself completely into your customer's shoes, use your commonsense
and see if you would respond to your own advertisements or promotions.
If your answer is 'probably not', then the bad news is: neither will your customer.
If you can't clearly see how the strategy or campaign will sell— dump it!
If your marketing effort does not bring a new customer to your business and generate a sale, then it's a waste of money.
People want value, fun, excitement, honesty, fairness—and not necessarily the cheapest prices.
They want to be treated with care and respect, and as individuals.
They don't want to take risks in dealing with you, and they don't want it to be hard to do business with you.
They want to be treated as a friend.
(All this is simple commonsense.)
Think about it:
if you wanted to invite friends over for a party,
would you run a boring ad,
or send them impersonal letters they wouldn't even read?
(This might sound ridiculous, but this is precisely what most businesses do—and still expect people to respond to them.)
What you must realise is,
that you need the best product,
or service,
suited for your market.
When you choose a product for your business, you need to be sure there is a big enough market for it.
If only you and your friends are going to buy it, you're not going to get rich selling it.
Be careful about what you choose, look at the market, do your research and watch the trends.
Be careful not to select or develop products or services that are ahead of their time or their market, unless you have very deep pockets.
This is a sure-fire way to go broke— waiting for your product or service to catch on.
On the other hand, the same danger awaits when you try to get in when the market is on the decline.
You may be caught with too much stock and too few customers.
This is a real danger today, as customer choices and markets change so rapidly.
As obvious as this sounds, it is not always the best product or service that is the winner.
What sells best
is the product or service
that appeals best,
to the most buyers in a market.
And that depends a lot on your marketing skill, not your product.
is focusing on your customers' needs,
rather than on your product or service—and profit is the by-product.
Marketing and key staff hiring are two business functions that should never,
on any account, be reduced in importance or delegated to anyone lower in an organisation than the CEO.
Look at your marketing campaign and strategy.
Put yourself completely into your customer's shoes, use your commonsense
and see if you would respond to your own advertisements or promotions.
If your answer is 'probably not', then the bad news is: neither will your customer.
If you can't clearly see how the strategy or campaign will sell— dump it!
If your marketing effort does not bring a new customer to your business and generate a sale, then it's a waste of money.
People want value, fun, excitement, honesty, fairness—and not necessarily the cheapest prices.
They want to be treated with care and respect, and as individuals.
They don't want to take risks in dealing with you, and they don't want it to be hard to do business with you.
They want to be treated as a friend.
(All this is simple commonsense.)
Think about it:
if you wanted to invite friends over for a party,
would you run a boring ad,
or send them impersonal letters they wouldn't even read?
(This might sound ridiculous, but this is precisely what most businesses do—and still expect people to respond to them.)
What you must realise is,
that you need the best product,
or service,
suited for your market.
When you choose a product for your business, you need to be sure there is a big enough market for it.
If only you and your friends are going to buy it, you're not going to get rich selling it.
Be careful about what you choose, look at the market, do your research and watch the trends.
Be careful not to select or develop products or services that are ahead of their time or their market, unless you have very deep pockets.
This is a sure-fire way to go broke— waiting for your product or service to catch on.
On the other hand, the same danger awaits when you try to get in when the market is on the decline.
You may be caught with too much stock and too few customers.
This is a real danger today, as customer choices and markets change so rapidly.
As obvious as this sounds, it is not always the best product or service that is the winner.
What sells best
is the product or service
that appeals best,
to the most buyers in a market.
And that depends a lot on your marketing skill, not your product.
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