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Marketing Resistance

by in Business Marketing
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Marketing Resistance

What makes so many business owners resist marketing to such an extent?  

I’ve written about this frequently, but it still isn’t penetrating enough business owner brains.

Overwhelmingly, people equate marketing with advertising, believing advertising costs are way beyond their budget.  Well, advertising is part of marketing; but marketing isn’t just advertising.  Moreover, you’ve heard me warn repeatedly about marketing Unknown to Unknown; and that’s what advertising is.  You don’t know them, and they don’t know you.  Advertising requires a commitment of months, and I’m not about to espouse this as your primary marketing strategy when I say constantly, in marketing it’s not what you spend, but how you spend it.

The other confusion lies in the common belief that marketing and sales are the same thing.  “If I can quantify sales, and marketing is some ephemeral notion, why can’t I just concentrate on sales?”

So it might be time to repeat the marketing components.  

  1. Price – not always the most important, but the one people think of first.
  2. Place – not geographical place, but marketplace: who are your clients and customers?
  3. Products and/or Services – what are you offering?
  4. Promotion – paid advertising and “free” public relations (you pay a professional to get you coverage, but you don’t pay for the coverage itself)
  5. Distribution – how do you distribute your products and services?
  6. Positioning – what sets you apart from your competition, makes you distinctly noticeable?
  7. People – your employees represent your company.  How effective are yours?

Note that Advertising is a mere one-half of a marketing component.  How ironic that it’s what people think of first, when it’s the highest risk and most expensive of the strategies.  Of course, then they tune out.

Another note:  

do you see “Sales” among these components?  I don’t.  Marketing is the Cause, and Sales are the Effect.

Here are other ways to look at marketing.  

Think of it as any activity that reaches the marketplace on behalf of you and your company.  How your phones are answered is marketing, either negative or positive.  How you reply to emails – and how promptly – is marketing  (you have one chance to make a good first impression).  If you pay no attention to grammar and spelling, your image will suffer (negative marketing).

How your employees treat your clients/customers is marketing.  How you respond to a dissatisfied customer is marketing.  Your appearance in public is marketing.  Your business cards and signage are marketing.  Your dirty or clean truck is marketing.  Being seen at various networking and business events is marketing.

How you script what you say about your company is marketing.  Some people introduce themselves so enticingly that the other party responds with, “That’s interesting.  Tell me more.”  Other introductions force peoples’ eyes to glaze over.

What’s the difference between these two introductions?  

Marketing

So the next time a marketing consultant mentions writing a simple Marketing Plan or meeting on a monthly basis to ensure your marketing is consistent, please don’t write your business off as too small or too busy or too unique to need marketing.  

Every business, practice and non-profit needs marketing, although the strategies may vary.  They can all benefit greatly from the “outside objectivity” of a marketing consultant, who gently and gradually puts an end to “we’ve always done it this way.”

Here’s to marketing!  Stop ignoring it or thinking you’re the last of the marketing mavens.  We all have a great deal to learn – every day – about marketing.


 

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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.