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Marketing Blindfolded

by in Business Marketing
2257

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How do people have so much common sense in their personal lives and so little, when it comes to their businesses?

Take marketing, for example.  Billions (that’s with a “b”) of dollars are wasted each year by small and growing companies, because people either don’t know what they’re doing; or they rely on the advice of their colleagues, who may or may not be equally ignorant.

If you bought a piece of equipment, you’d do your research.  Marketing, however, seems to be perennially on the back burner.  Then, when owners are desperate, we hear, “How cheaply can we get away with doing this?”  Or “Let’s run an ad (do a mailing) and see what happens.” 

You respond to repetition. 
Because of the stresses in your daily lives, you have to be reminded of the same things time and time again.  Isn’t that why Smart Phones and tablets are so popular?  You don’t have to rely on your memory, when you can file away basic information, to be called up by the tip of your finger. 

What would make you even think you can get a response after running one ad or doing one e-mail blast or direct mailing, when there are so many demands on peoples’ time; when TV viewership is eroding and splintering so consistently; when newspapers are closing in droves, because the younger generations are gaining their information from YouTube, the Internet, cable TV and Wikipedia?

It’s time to think in terms of Market Planning and marketing campaigns, and I’m not just talking about advertising in the media.  In marketing, it’s not what you spend; it’s how you spend it. 

Marketing isn’t a do-it-yourself craft. 
A few people have formidable marketing instincts, but they’re notable exceptions.  Most are intimidated by marketing and don’t know where to begin.  Do they try to learn more about marketing, by taking advantage of seminars and workshops, whether online or in person?  Not nearly often enough.  Stop pretending you know everything.  Sign on for any of my three courses on Udemy.com to ease your discomfort with marketing, and give this important discipline the attention it deserves.

Make your marketing time and dollar investments pay off.  Become more enthusiastic about marketing.  There’s no more exciting part of your business, practice or organization, than when you begin to see the results of your marketing efforts!

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.