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Good marketing
is marketing that works--that produces results.
Marketing that works is informed by the customer. Not by
what you or I think the customer thinks. But by what the
customer really thinks.
Your message must reflect what's
happening in your customer's world at this moment. It
must be compelling. It must speak directly to what is
important to your customer, now, not 18 months ago when you
wrote your last brochure. It must tell a story, not
simply present benefits.
Customers are moving targets. If
your methods and message don't move with them, sales will go
down.
You are in the marketing business, and
just happen to offer fill-in-the-blank-with-your-product.
You aren't in the
fill-in-the-blank-with-your-product business, and just happen
to do marketing.
Traditional forms of persuasion that
lean on manipulation, control and overstatement are dead.
The Internet killed them. Customers want information.
And respect.
You probably aren't contacting enough
prospects.
You probably aren't contacting
prospects often enough.
You don't have to double your marketing
budget to double your sales.
It's often just as easy to double sales
as it is to increase them by 25%.
We should all do what we do best.
Outsource the rest.
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Our
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