| Why are you in business? Or better yet, why | | | | it. I am stating your purpose in marketing is |
| are you offering a service or product? There | | | | to grow revenue and earn yourself a profit |
| is only one answer to this question. You are | | | | first foremost and always. |
| in business to make money. There are a lot of | | | | |
| other good reasons but this is the main one. | | | | Large companies have enormous marketing |
| | | | budgets. They can afford television |
| When you run a business you have two main | | | | commercials, radio spots, magazine ads, |
| duties. The first duty is to market i.e. get | | | | newspaper ads, direct mail, and like such. |
| customers. Your second duty is to offer your | | | | Think about all the commercials you have seen |
| service or product. Most people have no | | | | or heard in the last week. How much do you |
| problem offering their service or product. | | | | think those commercials cost? What companies |
| The problem is marketing. | | | | are running ads? The big boys are running |
| | | | ads, not Ma & Pa grocery. I am not saying |
| What is marketing? Don't bother getting a | | | | that you will never resort to certain types |
| dictionary. Marketing is getting customers to | | | | of medium to advertise. I am saying that |
| buy. The purpose of marketing is to grow | | | | there are other alternatives that are |
| revenue and earn you a profit. You should | | | | targeted not scatter shot. |
| avoid any marketing activity that does not | | | | |
| result in more customers and sales. | | | | Now one thing you should have in common with |
| | | | the big boys is a marketing budget. I am not |
| You must apply yourself to turn this mistake | | | | going to tell you that marketing is free. And |
| around. First free your mind of what you | | | | I am not going to dictate an exact amount. I |
| regard as marketing. People have a tendency | | | | will suggest that you spend as little money |
| to follow the examples they see. What I am | | | | as possible. |
| saying is not to emulate what you see around | | | | |
| you. | | | | More importantly, every dollar you spend |
| | | | should pay for itself. In a nutshell every |
| It is best that you not market like large | | | | dollar spent on marketing should grow revenue |
| companies. Large companies market for a | | | | and earn you a profit. |
| number of reasons, most of which you can not | | | | |
| afford. Large companies advertise to brand | | | | Failing to understand the true purpose of |
| their name. I am not saying branding isn't | | | | marketing will cause you to be desperate for |
| important. Nor am I suggesting you can't do | | | | customers. |