Business Marketing – What You Need To Know

You see the place that people would go to would be a marketing consultant – someone with a packet of alphabet soup after their name. Now that might make you feel comfortable, but what about the results? Is there a ‘no gain, no fee’ guarantee?

I ‘contracted in’ by hiring an in-house Marketing Manager with a degree in marketing. He was illiterate, and everything that he wrote had to be rewritten by one of the office staff so that it made sense. I also had to paint the big picture for him so that all he had to do was fill in the minor details because he really had little idea about what to do. He came to me from a similar position with the subsidiary of a public company. I still can’t understand how he got through university.

I have since discovered that the best marketers in the world are predominately self-taught. They have become famous by producing results. Generally, those results were learned in the school of hard knocks while they were building a business.

But the thing that they understood, right from the beginning, was that if you are in any sort of business, it is, first and foremost, the Marketing Business.

No, you’re not in retail; you’re not in manufacturing, importing, service or anything else.

You’re in the Marketing Business!

If you don’t market your products and services then you won’t have a business.

That’s it!

So who should do the marketing? Well, that depends on how much you want to spend, and on how much you want to grow, as a business owner. A good marketer will cost you around $4-5,000 per day, if not per hour, with a money back guarantee to make a % difference to your business. Therefore you need to be prepared to provide the infrastructure for the implementation of the strategies, as it is too costly to have them provide the infrastructure and they don’t want to do it.

Now if you are talking to a marketer that will do everything for you including all the ‘mail-outs’ then you probably haven’t got a very good marketer. Their time is not valuable enough.

You also want someone who is putting quantified results on the board every week for different businesses and can show you the proof in writing. Not a mouth in trousers, but a doer everyday.

Now they are not easy to find. There might be 1 or 2 in Australia, there might be 3 or 5 in the U.S.A. that can really make a serious difference to your business and provide enormous value. So then you start compromising. On fees, on results! And once you start compromising, you become the place where they can practice their ideas on and you are paying for it. This is where the decision needs to be made.

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