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The Untold Secret Behind Great Marketing - Adrian Fleming
There are many people that call themselves marketers and many that sell marketing services, even marketing training, but the reality is that there is something people get wrong more often than not and it’s got nothing to do with what you do, how you do it, how much you spend or anything else that people normally talk about but I’ll share this with you in a moment, but before that I want to just set out a coupe of points.
The first point is that marketers and businesses like to try and segment their marketing in to different areas one way they do this is by classifying it, so as print, TV, radio, online and mobile. Another form of segmentation is the terms B2B and B2C, so business-to-business or business to consumer, depending on the type of prospect you are selling to. A third way marketing gets segmented is by splitting advertising, marketing, PR, trade shows and other promotional activities. Then, after all these things you get push and pull marketing – you see the marketing world seems to want to niche down as often as it can, so you end up with something like B2C mobile pull advertising, or B2B PR in the trade press and even from there people segment further.
But as an entrepreneur you live in a results based economy and so results are what matter and as such marketing is and should always be any activity that compels a prospect to buy form you. Marketing must have that purpose and as Strategic Coach founder Dan Sullivan puts it: “Marketing is any activity that gets people intellectually engaged in a future result that's good for them and getting them to emotionally commit to take action to achieve that result.”
I don’t want you to segment out your marketing at all, I want you to look at the results and there is a secret to getting results that only really comes to light when you’re an entrepreneur – you must operate your marketing across ALL and I mean ALL the influential people that move what you do from you to the end consumer, let me give you a personal example.
If you sell a product you need to make sure that everybody, and remember you always market to people not companies, that helps take what you do and offer in to the market is considered and marketed to, for example:
You may have designed a new product and that product is sold through specific wholesale distribution groups so that’s where you traditionally focus your sales and marketing efforts but this really limits your impact.