1. Marketing is not only a science, but also an art. Plan, test, execute and measure, but never be surprised by uncertainty and change.
In our effort to measure and declare the return on all marketing spend, we often forget that people are unpredictable. Thus, we cannot always predict the market reaction or groupthink. Testing helps to minimize the chance of this, but
Historically, this is similar to the weather. We can predict some things, but often we can’t pinpoint the timing or impact. While we should start programs that we think are highly likely to bring results, don’t get hung up on what everyone else is doing. Can you be the Apple of your industry?
2. Usually you need to knock on the same door four or more times before someone answers. Make sure you enter the correct address.
Before you spend money on any program, make sure you have a target list and target profile that you are sure represents qualified leads. Just because you gave away 1,000 pens at a trade show doesn’t mean you have real leads. Know who and why people will buy your products or services and not someone else’s.
3. You are not your client. Never think that you know them so well.
Just because you are buying products or even buying your own product, never think that you are a typical shopper. Do not even think that there is such a thing as a “typical buyer”. At best, there may be types of clients. Learn the demographics of your customers and
psychographics. Once you “get” them, marketing “gets” a lot easier.
4. Limited resources are an opportunity to get creative and get back to comfort.
Economic downturns force us to look inward and find ways to increase productivity and reduce waste. It’s hard to reconfigure the way we operate, but this is a great time to update business processes and marketing assumptions. Use the opportunity to revive your
prospects and break away from inactive competitors.
5. Don’t confuse prospect enthusiasm with buyer authority.
“I like your product” does not mean “I will buy your product” in any language. People will say nice things out of politeness, self-doubt, politics, and many other reasons that don’t require them to take out their wallet. Ask potential customers directly who
and how buying decisions are made can save you a lot of effort. If you just want endless positive reviews, get a dog.
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6. Motivate, don’t manipulate.
Find reasons why people want to work for your company or buy your products so that it will improve THEIR lives, not their company. People usually don’t do anything unless they get something obviously personal in return. Find out what it is and then use it as your currency. How will your product or service make them better at work or at home? Will it increase their income or decrease their expenses? Nothing else matters. Just ask Maslow.
7. Quality comes before quantity.
More leads and more sales might sound great, but only if you can support and follow them. Damage to your reputation and costly repairs will result in customers or potential customers going unanswered. When identifying potential customers, keep your sales team
the pain of sifting through hoards of just-breathing leads and giving them a list of truly qualified leads. This saves everyone—your salespeople, leads, and your marketing team. lots of time, money and annoyance.
8. The best teachers are students.
Your best weapon is your ears. By listening more, you can understand the needs and desires of other people. Being defensive is never welcome and is incredibly attractive to your potential clients when you are genuinely interested in what they have to say.
Create your own bandwagon by inviting other opinions and suggestions to gain support and team membership. Develop your intelligence and creativity by asking questions, trying new technologies and reading a wide variety of information. Open mind closes more
transactions.
9. Confidence sells. BS smells.
Say to yourself, “What would Barack do?”
10. Only spend if you are ready to pay the bill.
Spending company money is easy, so the next time you approve marketing expenses, consider linking them to your own potential bonus or pay raise. While you need to spend money on marketing, make sure you are responsible for the assets that you actually own, even if you don’t balance that particular checkbook. Be responsible for your marketing spend and your impact on the land and society. We can all make a difference.
Alyssa Door from NoTimeMarketing.com. Previously, she worked as a marketing director for a public company. Door is the CEO of Mint Green Marketing, which advises companies ranging from large multinationals to small start-ups. In 2007, BusinessWeek recognized Door as one of 8 Women Entrepreneurs to Watch. She is the author well-approved books “Marketing Without Time” and earlier “Fundamentals of Software Product Management”. Lead columnist for Software Magazine, she has also featured in Forbes, BusinessWeek, Entrepreneur, Promo Magazine, and dozens more. Graduate of Wharton Business School, currently employed to her PhD from the University of East London.
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