Anticipated, personal and
advertising always does better than unsolicited junk.
Making promises and keeping
them is a great way to build a
Your best customers are worth
far more than your average customers.
*Share of wallet is easier,
more profitable and ultimately more effective a measure than
share of market.
Marketing begins before the
product is created.
Advertising is just a symptom,
Marketing is about far more than that.
Low price is a great way to
sell a commodity. Thatís not marketing, though, thatís
Conversations among the members
of your marketplace happen whether you like it or not. Good
marketing encourages the right sort of conversations.
Products that are remarkable
get talked about.
Marketing is the way your
people answer the phone, the typesetting on your bills and
your returns policy.
You canít fool all the people,
not even most of the time. And people, once unfooled, talk
about the experience.
If you are marketing from a
fairly static annual budget, youíre viewing marketing as an
expense. Good marketersrealize that it is an investment.
People donít buy what they
need. They buy what they want.
Youíre not in charge. And your
prospects donít care about you.
What people want is the extra,
the emotional bonus they get when they buy something they
Business to business marketing
is just marketing to consumers who happen to have a
corporation to pay for what they buy.
Traditional ways of
interrupting consumers (TV ads, trade show booths, junk
mail) are losing their cost-effectiveness. At the same time,
new ways of spreading ideas (blogs, permission-based RSS
information, consumer fan clubs) are quickly proving how
well they work.
People all over the world, and
of every income level, respond to marketing that promises
and delivers basic human wants.
Good marketers tell a story.
People are selfish, lazy,
uninformed and impatient. Start with that and youíll be
pleasantly surprised by what you find.
Marketing that works is
marketing that people choose to notice.
Effective stories match the
worldview of the people you are telling the story to.
Choose your customers. Fire the
ones that hurt your ability to deliver the right story to
A product for everyone rarely
reaches much of anyone.
Living and breathing an
authentic story is the best way to survive in a
Marketers are responsible for
the side effects their products cause.
Reminding the consumer of a
story they know and trust is a powerful shortcut.
Good marketers measure.
Marketing is not an emergency.
Itís a planned, thoughtful exercise that started a long time
ago and doesnít end until youíre done.
One disappointed customer is
worth ten delighted ones.
In the googleworld, the best in
the world wins more often, and wins more.
Most marketers create good
enough and then quit. Greatest beats good enough every time.
There are more rich people than
ever before, and they demand to be treated differently.
Organizations that manage to
deal directly with their end users have an asset for the
You can game the social media
in the short run, but not for long.
You market when you hire and
when you fire. You market when you call tech support and you
market every time you send a memo.
Blogging makes you a better
marketer because it teaches you humility in your writing.