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Casual Articles - Why The Best Marketing Tactics May Have Failed You Up Until Now….
Going into business for yourself can be a challenging yet rewarding undertaking. The freedom offered from being the boss is definitely an alluring temptation; but do the advantages overshadow the disadvantages? The answer will vary from person to person, but for me the overwhelming answer is yes. However, this is not the case for everyone. For example, I have friends that can't imagine life without a steady paycheck. Still others lack the self discipline of not having to be "at work" by 8:00. Without consequences from the boss, it can be very difficult to force themselves to start working. Another argument I have heard is: You know when you have to be at work and when you don't have to be at work. While there may be some truth to this opinion, I disagree for several reasons that I will discuss shortly.I have worked both for myself and for others and to me it is no comparison as to which i
Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers<Employment Background Checks To Filter Out Bad From Good ApplicantsEver wonder why some marketing tactics work for some businesses but not others? Maybe you heard about a business that paints their company website’s URL on the top of their delivery trucks and increased sales by 25%, yet when you try the same tactic, sales remained flat.
Post 9/11 the world as we knew it changed forever. With the ever-present threat of terrorist attacks, the world has become filled with distrust and suspicion. With the increased emphasis on security issues today, it has become commonplace in almost all sectors, for companies and employers to take extra caution by running employment background checks into the credentials and records of potential employees. Background checks are not limited to just new applicants; even current employees may undergo background screening to help employers in their decision making such as the promotion of employees.While companies cannot be blamed for being extra vigilant in the face of such threat, employees are generally not comfortable with the idea of having some stranger run a personal background check. It can feel very intrusive when employers dig out episodes from the employees’ past, which should have no bearingThe reason most marketing tactics fail is that they are not part of a comprehensive marketing strategy. A comprehensive marketing strategy helps you to choose which tactics will work for your business and keep the sales coming in like clockwork no matter what the economy.
Defining Marketing Strategy
After 20 years of working with businesses on creating advertising messages that deliver results, I've come up with a few word pictures to try to help clients better understand why we do the things we do in advertising and marketing. To help clients get a handle on marketing strategy, I use the following illustration.
If you have ever gone fishing, you have probably realized that there is more to fishing than merely baiting your hook, casting it into the water and reeling in fish. The same is true in advertising.
When I was a child, I would take a fishing rod and reel -equipped with little more than a hook and a bobber - down to a creek behind our house. As I made my way to the creek, I dug up a few worms, and when I arrived at the water’s edge I impaled the unlucky creatures on my hook and tossed the line into the creek.
Because my goal was to catch “anything,” the only fish I ever caught were either carp or catfish and I didn’t catch those very often. I knew that the creek that ran behind my childhood home was teaming with blue gill, bass and other “desirable” fish. I knew because I saw other anglers stand in the very spot I did and catch those very fish. However, despite my good intentions and all of my efforts, the best I ever caught was an occasional carp or catfish.
Years later, I can see that the reason I was catching these “bottom feeders” is that I had my hook lying on the bottom of the creek. The anglers who were bringing in the fish I desired weren’t using the huge hook I was using, nor were they using earthworms for bait. (Nor, for that matter, were they using an oversized orange bobber!) In my youthful exuberance, I had over-estimated the depth of the waters and seriously over-estimated the mouths of the creek’s “desirable” fish. No matter how noble my goals, I was not fishing with the proper bait and tackle, so I could not catch the fish I desired.
Experienced anglers know that choosing the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.
If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.
Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.
Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers
Are you interested in running a successful Internet-based business? Making hundreds of thousands - even millions - on your own terms and schedule? Providing for your family in ways never before possible? Then wipe the word 'why' out of your vocabulary.“Successful Internet marketers understand the power of 'what' and 'how,'” says Matt Bacak, an Internet entrepreneur. “The power comes from the action inherent in these words. Action is the key.”Bacak goes on to explain that the word 'why' is counterproductive. “Asking why won't get you anywhere,” he says. “Instead of asking why something is, instead ask what you can do to make it the way you want it to be. How can I change this? That's what you need to be asking.”Asking action-oriented questions can get you out of a rut and on the road to a solution. Because the question implies action and requires a response, you can't help bu
- Your customers
If you have ever gone fishing, you have probably realized that there is more to fishing than merely baiting your hook, casting it into the water and reeling in fish. The same is true in advertising.When I was a child, I would take a fishing rod and reel -equipped with little more than a hook and a bobber - down to a creek behind our house. As I made my way to the creek, I dug up a few worms, and when I arrived at the water’s edge I impaled the unlucky creatures on my hook and tossed the line into the creek.
Because my goal was to catch “anything,” the only fish I ever caught were either carp or catfish and I didn’t catch those very often. I knew that the creek that ran behind my childhood home was teaming with blue gill, bass and other “desirable” fish. I knew because I saw other anglers stand in the very spot I did and catch those very fish. However, despite my good intentions and all of my efforts, the best I ever caught was an occasional carp or catfish.
Years later, I can see that the reason I was catching these “bottom feeders” is that I had my hook lying on the bottom of the creek. The anglers who were bringing in the fish I desired weren’t using the huge hook I was using, nor were they using earthworms for bait. (Nor, for that matter, were they using an oversized orange bobber!) In my youthful exuberance, I had over-estimated the depth of the waters and seriously over-estimated the mouths of the creek’s “desirable” fish. No matter how noble my goals, I was not fishing with the proper bait and tackle, so I could not catch the fish I desired.
Experienced anglers know that choosing the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.
If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.
Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.
Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers<Non-Profits are Inefficient and Most Entrepreneurs Refuse to Work that Wayse I saw other anglers stand in the very spot I did and catch those very fish. However, despite my good intentions and all of my efforts, the best I ever caught was an occasional carp or catfish.
Many entrepreneurs refuse to run their businesses or endeavors as a non-profit. Some say that non-profits are generally inefficient, bureaucratic and often ignored. Indeed this is the case much of the time and thus refusing to participate in them may make some sense to an entrepreneurial mind.So when a business type states; Non-Profits are inefficient and they refuse to work that way, well generally they mean it. "Refuse" is an interesting word isn't it? Bill Gates is now non-profit; is he being ignored? No one cares what you think until you do something? You cannot expect anyone to be impressed with what you will or intend to do in the future? Humans do not work that way?This is not to say you, as an entrepreneur, really care what anyone else thinks? As many of you have your MBA textbooks confirming you are right and carefully chosen reading material to go with it. I understand that mind seYears later, I can see that the reason I was catching these “bottom feeders” is that I had my hook lying on the bottom of the creek. The anglers who were bringing in the fish I desired weren’t using the huge hook I was using, nor were they using earthworms for bait. (Nor, for that matter, were they using an oversized orange bobber!) In my youthful exuberance, I had over-estimated the depth of the waters and seriously over-estimated the mouths of the creek’s “desirable” fish. No matter how noble my goals, I was not fishing with the proper bait and tackle, so I could not catch the fish I desired.
Experienced anglers know that choosing the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.
If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.
Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.
Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers<How to Work Smarter in an Instanttackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.
Before I start a piece of work with a new client, I always ask them the same question. "Imagine that we are sitting here at the end of the project or programme and it's turned out to been more successful than anybody could ever have imagined. What does that success look like? What is different? What is better?"You may find it strange but an awful lot of them can't answer me. They have no measures of success. They haven't addressed this at all. You've probably heard the saying "If you don't know where you're going, how will you know when you're there?" Many people don't seem to apply this in their day to day business life at all.Take a look at meetings for example. How many times have you attended a company meeting, without any expectations of success? On the odd occasion when I've been asked to attend meetings and I've given an ‘unconsidered acceptance' -that's without considering it's purpoIf you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.
Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.
Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers<What Does Your Environment Say About You And Your Business?ult in catching very many fish.
Even though this is the last issue in our series on mindset, the topic itself is always there because every action we take is born from a thought we had first. What we think comes from how we think. For example, becoming successful starts with thinking you’re going to be successful, which was born from the idea that you can be successful. No one goes into business thinking they’re going to fail.An interesting twist on this is that in order to be successful, we have to project an image that says we already are successful. This is because each of us wants to do business with someone who’s an expert at what they do. When we’re looking in the yellow pages for a plumber, we’re not thinking “Now which one of these is the cheapest?” We’re trying to figure out which one is the best.Our brains are constantly scanning our environment and attempting to make sense of what they see and come into coMarketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.
There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.
The basics of developing powerful marketing strategies
STEP ONE - Research, research research
This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:
- Your customers
Why do they buy from you?
What are they buying from you? (It may not be what you think!)
What problems are they trying to solve?
How old are they?
What is their income?
What is their level of education?
What is their marital statues?
Do they have a religious preference?
What is their comfort level with technology?
Where do they live?
Where do they work?
What do they drive?
How far do they drive?
- Your competitors
Who are your competitors?
Are they only in your industry?
What is their USP (Unique Selling Proposition)?
Why do their customers choose them?
You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.
The list goes on and on. You simply cannot know too much about your customers.
Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!
STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.
The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.
STEP THREE - Determine the emotional triggers that will ignite your sales.
The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent. While you may think that you are selling candles, your customers may actually be buying:
- Emergency lighting
- Aroma therapy
- Ambiance
Find out why your customers are buying and you will be on your way to marketing success.
STEP FOUR - Creating a marketing strategy that delivers results!
Now it is time to take the information gathered in the first three steps to create a precise marketing strategy for your business or product. Once you recognize who your potential customer is, you can begin to focus your message on their wants, their needs and their desires.
A marketing strategy is simply a plan where you get your message in front of the right people, those who want and need your product or service.
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