If you’re trying to market a product, a service, a cause or a widget of any kind you’re probably looking for that one magic tactic or key to make your business explode in profits and customers.
You buy the books, the online courses, the CDs and the DVDs that will tell you the steps to unlocking this massive marketing success. You subscribe to sites like Indispensable Marketing to study the steps. You look at very successful businesses in your market and try to reverse engineer them.
After all of this poking, you may be tempted to believe there are no steps to massive marketing success. But the steps are real.
Actually, there are three steps that work together for massive marketing success. To be honest, these three steps separate the winners from the losers, and the cash cows from the starving cows. Implement them effectively and you’ll start to separate your business from the pack, increase customers and profits, and achieve massive marketing success.
Slowly at first, though, then you’ll pick up momentum and things will start to move amazingly quickly. No hype, no tricks, no gimmicks. These three steps are . . .
Massive Marketing Success Step #1: Take action. Start Marketing!
Every year, hopeful entrepreneurs, business owners and organizations buy millions of dollars’ worth of self-help “how to market” or “how to grow your business” products. Almost 95% of the customers (businesses and independent professionals) who buy these products will spend thousands of dollars, then turn around and DO nothing.
The problem with doing nothing is that Massive Marketing Success is about action. Action leads to profits. Most business owners and organizations value the dream more than they do the result. They want more customers, and more profits. They might even want it desperately. But they don’t take action.
The best way to learn marketing…is to do marketing. Go take action!
Massive Marketing Success Step #2: Have a marketing blueprint.
The down side of “just taking action” is that if you do a lot of random marketing tasks, you tend to get a lot of random results. And add to that marketing can be a painfully slow process that moves in sudden bursts, instead of in a predictable fashion.
You need to put together a simple, reasonably marketing blueprint. Create a marketing plan. It will force you to examine each project in detail and confront the tough issues—who are your clients or customers, what do they need, and what can you do for them? As Harry Beck said, “Planning teaches you and your colleagues about your business . . . writing a plan educates you in a way that nothing else can.”
If you want massive marketing success and to make a million dollars in your business, start with a marketing project to make $X. Figure that out, then scale it. It sounds simplistic and even silly, but it works.
Massive Marketing Success Step #3: Work on “YOU”
This is the one that’s going to take #1 and #2 to a higher level of success. Success steps #1 and #2 can make you or your business a decent living. Add #3 to those and you’ll start to make a fortune.
As a marketer —yes, everyone is a marketer, from business owners, C-level executives, to independent professionals—your mindset must be marketing is everything you do. From creating useful and relevant content online and off, to customer benefiting policies, interesting presentations, how you bid on a job, how you perform, how you build relationships, answer the phone, designing your invoices and who you work with while you’re in business. Remember every smart business is in the relationship building business. Your story, blog posts, blurbs, coupons, promotional products, free reports, free checklist, free speeches, trade show booths and email newsletters all contribute to the holy grail of marketing: to establish a relationship.
If you’re just going to copy a competitors marketing which is the usual stuff in a lame me-too way, you’re not going to find too many customers. You’re betting off spending your time differentiating your business from the competition, even slightly, which can bring you more clients or customers, higher profit margins, and lower cost of sales. Too often, business owners and organizations attempt to distinguish their businesses in ways that have little or no influence on the reasons clients hire or customers buy.
Question: What are you going to do?