Here in less than 300 words is everything I know about marketing success, honed to its essence. (See #3.)
0: Take charge of your marketing
This is basic: No one cares about your success like you do – not an ad agency, not a marketing director. Do not leave your marketing oversight to others.
1. Listen
Success in marketing (and life) comes from giving others what they most need and want. How will you know what that is unless you listen carefully, instead of trying to get others to listen to you?
2. Refocus
Once you understand your prospect’s needs and wants, refocus your message – in his/her words if possible – to show how you solve those needs and satisfy those wants.
3. Encapsulate the message
We are all bombarded with input. You MUST hone your benefit to its shortest, most compelling form to get it heard.
4. Be clear
Clear beats clever every time. See above.
5. Be authentic
Try to be something you are not and you’ll eventually be found out and distrusted ever after. Be real. Be you, flaws and all.
6. Be accessible
Give people as many ways to connect with you as possible – physically and emotionally.
7. Be the expert
People are insecure; they look to experts for reassurance. Become the authority in your field, even if that means owning a tiny niche.
8. Test
Nothing about dealing with people is 100% sure. Test marketing ideas on a small scale and fine-tune before you invest your budget.
9. Zig when others zag
How can you be outstanding in the marketplace unless you stand out?
10. Repeat the experiment
Life is really just a series of experiments. Test, refine and retest your marketing. Then repeat.
That's it. Simple. But not necessarily simple to achieve. If you think I've missed something important or missed the boat altogether, offer your insights!
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