Aug 21 2009
The Number One Secret to Successful Marketing
This week I had the unfortunate experience of my MacBook mail program biting the dust. It was frustrating and time consuming dealing with this issue.
However there is always a positive side of every difficult situation.
I met a wonderful new Mac technician named Gene who I spent the day with as he slowly repaired my computer. During that time we chatted about one of my favorite topics, business and marketing.
He commented that for the first time in seven years in business, his sales are way down. I asked him how he markets himself and he admitted that he always had a steady flow of customers so marketing wasn’t important.
He was guilty of the number one cardinal thinking error in business, “I’m doing well, so I’ll keep doing well without needing to do marketing.”
Wrong! Look at Pepsi Cola and how much they advertise and market themselves. They never quit and in fact they look for new and cutting edge tactics.
Here are a few truisms about marketing, regardless if you are a computer techie or selling soda pop.
1. Never quit marketing.
2. Keep assessing who are your target clients and what motivates them.
3. Look for new and creative ways to reach those people.
4. Give away something of value in order to build the relationship.
5. Go where they are as well as inviting them to come to you.
Have you ever gone into your favorite shop and they have moved around all the departments and displays? It gives a fresh new look even if the merchandise is the same.
So change your website regularly, re-arrange your office, put out new materials. Gene suggested he might send out postcards to his data base announcing a new product line. Nice idea but those kind of postcards get dropped in the recycling bin almost immediately. It’s a waste of postage.
It’s only worthwhile to mail a postcard if there is a call to action that makes people hang it on their fridge; a free seminar, open house etc. You have to think like your potential customers and imagine what they will do. Make sure you learn about the seven steps to an impeccable marketing plan and get help so you will follow it!
