The most important things in marketing
are: - Your narrative. Having an engaging, true, and
admirable story to tell.
- Your reach. Being able to connect with your
target market.
- Fulfilling your customers’ or clients’ needs.
- Building an interactive community. You want your customers to become part of your family, or
at least your business network. You want to fill each other's needs. Like any good relationship.
The best kind of marketing is word-of-mouth.
People trust their friends.
In the past year, my friend John did a lot of research and bought a Honda Fit (true
story). He is extremely happy with it. Says it is fun to drive, holds the road well, has plenty of power and safety features,
and gets 41 miles to the gallon of gas.
I believe him. If I were in the market for a new small car, I’d
look at that make and model first.
The
next best kind of marketing is people-to-people contact. The handshake. That’s why the good old fashioned salesman
was so good for so long.
Next comes everything
else.
The goal is to build trust. Every business relationship is based on trust. (So is every relationship, come
to think of it.)
In a way, the Internet
is just another way to reach your market. It can be an amazing tool and highly efficient, if it’s on target. If it’s
not, well….
The goal is to
reach out and touch people (an advertising phrase) and build trust.
To do that, I believe in integrated marketing—using all the tools you can to accomplish
your goals. A single approach is not usually enough. Of course, which tools you use depends on your market and your products
or services.
People need to
understand your story—who you are, what you stand for, and what you are trying to accomplish. You want them to get on
board, for whatever reason, whether that is selfish (you can help them make money or live their dream) or altruistic (you
can help them go “green”).
Usually, money alone is not enough motive. Though necessary, it helps to have a larger purpose,
a more compelling narrative. Here are some examples of such narratives: - Trying to save a deserving business, community or industry.
- Trying to build the business base of a community.
- Seeking
fair treatment for your clients.
- Trying to save the planet by helping
a community or an industry “go green.”
- Helping a
business or organization further a larger cause.
We spend a lot of our time and energy at work. I think it should be as meaningful as possible.
My approach: - Study your business,
your market, and your position in that market.
- Determine your
internal and external communication needs.
- Find the appropriate media
to reach your target market.
- Help shape your narrative.
- Put it all to work.
If you succeed, I succeed. And vice versa.
 |
|
ANY BUSINESS IS LIKE A DELI
This section
may not seem important, but I think it is.
Before you hire a consultant, you should know how he (or she) thinks,
and if your goals and values are compatible.
I have seen consultants whose primary goal was to milk
the client for every dollar they could get, whether they helped the client or not.
That's not how I do business.
If you hire me, we are in business together with your money, and you should have control over it. I give my clients
a detailed time sheet, showing exactly what each bill is for, with each invoice. You get that before you pay the
bill.
If you don't need that, file it away. But you should have it anyway.
Any business
is like owning a deli. Your sandwiches should be fresher and bigger than people expect. The soup should be hot. And the customer
should get their order a little early. You should both walk away smiling.
|
