On Marketing

Consider this:

Because its purpose is to create a customer, the business has two—and only two—functions: marketing and innovation. Marketing and innovation create value, all the rest are costs——Peter Drucker, Professor of Management, NYU

Identifying and re-identifying your niche is crucial to the kind of marketing that creates value. Here is the first question to help you do this. Answering it can be tricky, so give it a good hour. Brainstorm with family and friends.

Q#1: Why should anyone do business with me, above any and all other options, including doing nothing at all?——Steve Gibson, Marketing Consultant

First, try answering it directly.

Then apply these winkle pickers:

In relation to your product or service, and in relation to simply making a decision:

• What do your clients
  • fear
  • hope
  • need
  • dream
• What if they did NOTHING
• What if they went with someone else.

Not only will these make aspects of your niche and product conscious, they will probably suggest new client needs you could profitably address.

Remember—watch and listen to your clients, always scanning for this info.

Tags: marketing //