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“We don’t see things as they are, we see them as we are.” Anais Nin
MARKETING SUCCESSDocument
It’s not the company with the best marketing plan that succeeds, but rather the one that executes its plan the best.
The purpose of marketing is to separate yourself from the competition by capturing your share of mind.
Your company name will be your prospect’s first impression of who you are. A name should grab the prospective customer’s attention, encapsulate the essence of your business, and reflect your personal values that appeal to the customer. Your target market and location will impact the choice of your name. Along with your name should be a tag line or slogan that enhances your image.
Your marketing will be the first impression a prospect gains of your business and offering.
As part of your marketing, every message must be consistent with each other to achieve the desired results. Customers crave consistency, and every aspect of your offering must be consistent with each other.
If you have employees, either on the phone or in person, they must follow through with your message. To the customer, they are the business, and if there is a bond, then there is a sale.
“To market, to market, to market we go.” Marketing is the essence and design of your business and how the customer reacts to it. It is the first component in the design of a business, as it will dictate the style, message, and feelings of your business and its offering.
No matter what business you feel you are in, you must be in the marketing business to succeed.
Success in business comes from successful marketing. Your message must be congruent with your offering. In fact, under promise and over deliver is even better for customer satisfaction and loyalty.
Do not promise what you cannot deliver. Do not overwhelm your prospect with too much or too little. Have your offering be “Goldilocks”. That is, it should be just right for the customer.
You want to sell the person what they want and give them what they need. This can be a challenge to know what people want, no less what they need.
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