Genius is sometimes defined as the ability to make the complex simple. Certainly, “marketing” is a complex subject; so complex, it’s very difficult for many business people to ever get a handle on it. Its complexity is intimidating.
After years in “marketing,” I’ve finally found a definition that reflects the genius of simplicity.
MARKETING is simply making the right presentation of the right message to the right people.
With that simple definition as a guide, just about every businessperson can clearly see his past errors, and do a more effective job of marketing in the future.
The sad reality, however, is that most small businesses are out there with no message at all.
The fellow opens a restaurant or he opens a print shop or he opens a florist shop, name the type of business, and typically he spends a lot of time and energy worrying about what it looks like inside (which obviously nobody sees if we don’t get them there in the first place).
He worries about his sign and his name.
Then he opens the door and he waits for the customers to come in.
He hasn’t thought about what he’s going to communicate to the marketplace about who he is, what he is, what’s he’s all about that should make people want to do business with him.
A marketing message is a way of concisely and clearly saying to the right market, “here’s what I’m all about, and here’s why you should choose me.”
So, every business has to back up and start with, “What am I going to say to the marketplace? Why is what I say going to be interesting and appealing to the marketplace?”
Fortunes have been built purely on the strength of great marketing messages and tremendous turnarounds in businesses have taken place as a result of great marketing messages.
I’ve long told the tale of Dominos Pizza – who build an empire off the simple message of “Hot, Fresh Pizza delivered to your door in 30 minutes or less – Guaranteed.”
Coming up with your own unique and powerfully compelling message is mandatory to success – and I do recognize that it can be a challenge.
Which is why you should be excited by the fact that this coming Wednesday, December 9th at 1PM Eastern Time I’ll be covering the topic of “message” and a whole lot more in FIVE hours of FREE training:
“Discover How To Create A Flood of New Customers… How To Create A Cash Flow Surge… How To Magnetically Attract Prospects Who Are Pre-disposed To View You As An Expert And Trusted Advisor AND Buy From You… Plus Much, Much More!”
Source: Dan Kennedy