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Write You - Marketing 101: The Power of Marketing
It has been taught along the years by society that everyone should go to school so that they can get a good job. The problem these days is that too many people are doing what society have told them to do for years and that is to get a decent job.When they think of starting their own home based business, they instantly feel like starting one is like a foreign language for them. Starting a business would be too risky. Their mind would reject it.People would find many reasons why they should not start one. They will find all sorts of excuses why they will not do it. A lot of people, even when they thought about starting a business for months and even years, would still say that it would be a huge risk for them and they can not do it.In today's world, many companies are downsizing and letting many people go. Doesn't matter who you are in the company. From the regular employee to middle management, to upper management. CEO's, Vice President, supervisors, etc. It does not matter. You are also at risk.If the company that you are working for decided to let you go, what would you do? Wouldn't this hurt you and your family's finances in a big way.Many companies even tell a few of their long time employees that their job is secured and there is no way that they would be laid off.
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to bat
In the past lithography and traditional printing methods were used if the artist wanted to market reproductions of original artwork. While effective, these methods had serious drawbacks:First and foremost, a high output number would compromise the value of any reproduction. Second, the quality of 4 color copies limited the color rendition of such reproductions. Also, the choice of substrates was dismal compared to gicl?e. The advent of high-end digital printmaking has opened a new world for artists: more paper choices, better color, limited production.On a pure marketing standpoint, artists who have shows and lectures can now suggest giclees to potential buyers. Collectors in particular want to buy art that is not made in mass quantities. When buying a gicl?e they are assured to possess something rare and exquisite.Giclees are well established in the art world; they are bought and sold in world class auctions as well as in galleries. Many museums display giclees.Listen to your clients: I recently had a call from a portrait artist. She has a business where customers come to her for family portraits she makes on watercolor paper. She had a few inquiries regarding making copies so that more than one household could have the portrait of their loved ones. At the same time they ask
Some say they’ve never done marketing and don’t need to because of good word- of-mouth. Positive word-of-mouth is great, but not enough if you’re serious about growing your business. Others do invest in marketing yet treat it as a necessary evil. The problem with that mindset is that it’s driving with the brakes on. Those people sabotage their efforts by making poor decisions, taking half-measures and often resisting anything innovative.
When asked about the “one big key” to marketing success I reply that there’s nothing more important than a “marketing mindset”. A marketing mindset is an attitude, a way of thinking, that values and embraces the power of marketing. If you look at the companies and brands that are most successful -- Nike, Microsoft, Virgin, Trump, Saturn, Kenneth Cole, etc -- you’ll find someone at the top with a marketing mindset. People like Trump, Cole, and Virgin’s Richard Branson may have it instinctively. For most, however, it’s a learned attribute. So, if you don’t have a marketing mindset yet, keep reading and start to get one.
Follis Fact #1
You need a Marketing Mindset.
Attracting vs. Chasing
A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I’m great in bed." That’s cold calling. Another guy sees a beautiful woman in a bar and gives her a napkin that says, "I’m Bill and I’m great in bed." That’s direct marketing. A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He’s my ex, his name is Tom, and he’s really great in bed." That’s PR. Last guy walks into a bar, a beautiful woman approaches him and says, "Hi, my name is Courtney and I hear you’re really great in bed." That’s effective marketing.
Attraction is the essence of marketing. When you create enough desire to get your prospect to come to you, they’ll always be more predisposed to buying. That bares repeating. When you create enough desire to get your prospect to come to you, they’ll always be more predisposed to buying. The challenge, of course, is that your prospect is elusive prey. So, imagine the first rabbit hunters. They’d exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots. Or, imagine the girl who desperately wants a date, but can’t understand why she scares guys away when she chases them. Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing.
Follis Fact #2
It’s always better to attract than chase.
Expense vs Investment
Those who don’t understand marketing view it as an expense. Those with a marketing mindset know it’s an investment. They know that, if done right, it can excite their prospects and produce a great return. “Done right” means well- researched, well-managed, and generally handled by someone who knows what they’re doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small, but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can’t afford not to develop a marketing plan.
Determine your Objective and Budget
Like building a house it starts with a solid foundation. Start with a clear objective. The more specific you make it, the better you can develop an effective plan to achieve it. If your company has no marketing director to create a plan, get help. A marketing plan is critical and it involves the analysis of key market factors such as:
• the nature and traits of your product.
• the exact audience you’re targeting.
• the competitive environment.
• the traits of your industry/category.
• the maturity of your business.
• timing.
Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives. For some businesses, 5% of annual sales is plenty to invest. For others, 10% may not be enough. Once the marketing goal is determined it's easier to determine the budget needed to achieve it.
Have a Great Product
At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It’s about having a product or service that’s exceptional.
Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again.
Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie’s gone. Here’s another case. Remember New Coke? If not, you’re not alone. It didn’t last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn’t finished. Had he waited a couple more months he would’ve gotten great reviews. Now he’ll be lucky if those tour directors and writers give him another shot.
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to batt
How often is the Sales team on one side of an organization while Service is on the other?How often does this ‘divide’ lead to the loss of possible sales, more tension between the groups, and negative service experiences and perceptions for the customer?At one high-end European car dealer, the physical separation between Sales and Service was so thick, they called it the Berlin Wall.It doesn’t need to be this way!In a bold effort to bring these groups together, the car dealer tore down the physical wall separating Service from Sales.The sales staff were concerned. They were afraid new business prospects might be turned off by what they saw in the Service Department.The service team was equally unsure, afraid of frequent and furious criticism from their colleagues in sales.We need to change these points of view!When you buy a new car, when do you want to meet the people in the Service Department? Do you want to wait until your first problem, tune-up or oil change? By that time you might be ‘just another customer’ needing service.How would you feel if the people in Sales introduced you proactively and personally to the manager of the Service Department? Would you prefer the Service Manager know your name, greet you face-to-face and match you wit
Follis Fact #1
You need a Marketing Mindset.
Attracting vs. Chasing
A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I’m great in bed." That’s cold calling. Another guy sees a beautiful woman in a bar and gives her a napkin that says, "I’m Bill and I’m great in bed." That’s direct marketing. A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He’s my ex, his name is Tom, and he’s really great in bed." That’s PR. Last guy walks into a bar, a beautiful woman approaches him and says, "Hi, my name is Courtney and I hear you’re really great in bed." That’s effective marketing.
Attraction is the essence of marketing. When you create enough desire to get your prospect to come to you, they’ll always be more predisposed to buying. That bares repeating. When you create enough desire to get your prospect to come to you, they’ll always be more predisposed to buying. The challenge, of course, is that your prospect is elusive prey. So, imagine the first rabbit hunters. They’d exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots. Or, imagine the girl who desperately wants a date, but can’t understand why she scares guys away when she chases them. Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing.
Follis Fact #2
It’s always better to attract than chase.
Expense vs Investment
Those who don’t understand marketing view it as an expense. Those with a marketing mindset know it’s an investment. They know that, if done right, it can excite their prospects and produce a great return. “Done right” means well- researched, well-managed, and generally handled by someone who knows what they’re doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small, but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can’t afford not to develop a marketing plan.
Determine your Objective and Budget
Like building a house it starts with a solid foundation. Start with a clear objective. The more specific you make it, the better you can develop an effective plan to achieve it. If your company has no marketing director to create a plan, get help. A marketing plan is critical and it involves the analysis of key market factors such as:
• the nature and traits of your product.
• the exact audience you’re targeting.
• the competitive environment.
• the traits of your industry/category.
• the maturity of your business.
• timing.
Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives. For some businesses, 5% of annual sales is plenty to invest. For others, 10% may not be enough. Once the marketing goal is determined it's easier to determine the budget needed to achieve it.
Have a Great Product
At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It’s about having a product or service that’s exceptional.
Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again.
Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie’s gone. Here’s another case. Remember New Coke? If not, you’re not alone. It didn’t last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn’t finished. Had he waited a couple more months he would’ve gotten great reviews. Now he’ll be lucky if those tour directors and writers give him another shot.
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to bat
Attitudes are more important than facts. Dr. Karl Menninger Attitudes are intangible and highly personal. They’re based on your experience, but more importantly, on your interpretation of that experience. That is, how you understand the “facts” of a given situation. People who interpret the facts of their experience positively tend to be self-confident. Not surprisingly, the best predictor of success is your level of confidence. Confident people tend to initiate action and control their environment--even under difficult conditions. Your degree of self-confidence will determine the kinds of risks you take, the amount of effort you’ll expend, and the strength of your perseverance in time of trouble. Your confidence will determine the amount of flexibility you creatively apply in new situations. Your confidence will promote either optimism or pessimism and will dictate the degree to which you are vulnerable to debilitating stress or depression. No one can give you confidence. You must create it yourself. You can start by discovering your strengths in the “facts” of every situation.
Follis Fact #2
It’s always better to attract than chase.
Expense vs Investment
Those who don’t understand marketing view it as an expense. Those with a marketing mindset know it’s an investment. They know that, if done right, it can excite their prospects and produce a great return. “Done right” means well- researched, well-managed, and generally handled by someone who knows what they’re doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small, but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can’t afford not to develop a marketing plan.
Determine your Objective and Budget
Like building a house it starts with a solid foundation. Start with a clear objective. The more specific you make it, the better you can develop an effective plan to achieve it. If your company has no marketing director to create a plan, get help. A marketing plan is critical and it involves the analysis of key market factors such as:
• the nature and traits of your product.
• the exact audience you’re targeting.
• the competitive environment.
• the traits of your industry/category.
• the maturity of your business.
• timing.
Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives. For some businesses, 5% of annual sales is plenty to invest. For others, 10% may not be enough. Once the marketing goal is determined it's easier to determine the budget needed to achieve it.
Have a Great Product
At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It’s about having a product or service that’s exceptional.
Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again.
Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie’s gone. Here’s another case. Remember New Coke? If not, you’re not alone. It didn’t last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn’t finished. Had he waited a couple more months he would’ve gotten great reviews. Now he’ll be lucky if those tour directors and writers give him another shot.
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to bat
In the United States, there is a great demand for nurses and many people opt for nursing career. The nursing jobs include working in a doctor's office, hospital, or private care facility. Due to the shortage of nurses faced by different cities of the state, there has been an increase in opportunities for traveling nursing jobs. It is a favorable field of employment where, the nurses are temporarily re-located to different regions for their services. It is suitable for those nurses, who love to travel and explore new places, while providing adequate medical services.Traveling nursing jobs offer an ideal situation to people to choose the appropriate time and place they want to serve and earn a phenomenal income.There are various agencies that provide optimum opportunities for temporary as well as permanent health care positions at the nation's top hospitals. Throughout the U.S, there are number of traveling nursing assignments, that open an opportunity for a career in travel nursing. Many aspiring nurses are attracted towards this field because of its competitive pay, cash bonuses, traveling to different places across the state and other great benefits.There are agencies that partner with leading rental properties nationwide, which ensure free and furnished deluxe private housing for
• timing.
Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives. For some businesses, 5% of annual sales is plenty to invest. For others, 10% may not be enough. Once the marketing goal is determined it's easier to determine the budget needed to achieve it.
Have a Great Product
At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It’s about having a product or service that’s exceptional.
Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again.
Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie’s gone. Here’s another case. Remember New Coke? If not, you’re not alone. It didn’t last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn’t finished. Had he waited a couple more months he would’ve gotten great reviews. Now he’ll be lucky if those tour directors and writers give him another shot.
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to bat
Life span of an asset to a business rests primarily, on the purpose of its acquisition and secondary, on its nature. An item acquired for immediate consumption or sale is a short-lived asset and that meant for prolonged use, is long lived asset, though both produce revenues. Whereas the former asset expires within one year of its acquisition, the latter asset lasts longer. Hence almost entire expenditure on a short lived asset becomes an expense and is matched against current year's revenue.But the position is otherwise with a long-lived asset which wears out or depreciates over a long period. Accordingly, the outlay of a fixed asset is spread over several years and annually only a fraction thereof expires. Simply, this fraction, called expired cost or depreciation, is charged against current revenues and the rest, termed un expired cost, is carried forward for future expiration."Depreciation may be defined as the permanent decrease in the value of an asset due to use and/or the lapse of the time." -Terminology of Institute of Cost and Management Accountants, England"Depreciation is the permanent and continuous diminution in the quality, quantity or value of an asset." -Pickles"Depreciation may be defined as measure of the exhaustion of effective life of an asset from any caus
If businesses spent less energy trying to sell their product and more on improving it, they’d have more success in the long run.
Follis Fact #3
Great marketing will make a bad product fail faster.
When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn’t start off that way.
"Let me get this straight...you want my commercial to start with my competitor's tagline?"
That was the company president's response when I presented the concept. I guess I couldn't blame him. Recommending that he put $350,000 behind a TV spot that began with his main competitor’s tagline may not have seemed like the smartest idea. Yet, I knew my concept was strong -- if I could articulate it. But, before I continue, let me step back and explain the scenario.
Sorrell Ridge Fruit Spreads was an unknown all-natural “spreadable fruit" product (ie. jam) that had been selling in health food stores. Now, the tiny brand was ready to battle the big guys on the grocery shelves of America. The main competitor and undisputed leader in the category was Smucker's. Smucker's had a 30-year history during which it built one of the strongest, most positive brand images in history. Their tagline, "With a name like Smucker's it has to be good", was famous and endeared by the American public. What's more, their ad budget was about 20 times that of tiny Sorrell Ridge. To say we needed a kick-ass campaign is an understatement. But Smucker's was vulnerable. Their preserves were mostly high fructose corn syrup, refined sugar, and little fruit. Sorrell Ridge, on the other hand, was all fruit. It was a big competitive difference and the stage was set for a classic David vs. Goliath battle. So, back to our meeting...
"You want my commercial to start with my competitor's tagline?"
"The idea here isn't to promote Smucker's tagline, it's to dismantle it," I replied passionately. The president's eyebrows raised. I then walked him through the simple 30-second TV spot which opened with the Smucker's tagline filling the screen...
With a name like Smucker's it has to be good.
The announcer began: "For 30 years Smucker's has been telling us they have to be good. But in fact, Smucker's Preserves is mostly corn syrup, refined sugar, and only some fruit." At the mention of each ingredient a pair of hands popped up from the bottom of the TV screen and patched over the last line of type, "it has to be good," with a succession of modifications starting with "it's probably good", to "it might be good," and finally, "is it really so good?" We then cut to the Sorrell Ridge jar as the announcer explained that "Sorrell Ridge is 100% fruit." The final stake in the heart was our tagline which played directly off Smucker's:
Sorrell Ridge. With 100% fruit, it has to be better.
Holding my breath, I glance over at the Sorrell Ridge president who now looked like a kid on Christmas morning. I then presented a "50 cents off" coupon ad with side- by-side visuals of each jar positioned under their respective tagline. Like the TV, it was simple, but compelling, and he loved it. But now came the legal questions. Could we even do it? After some nail-biting delays, and a few minor copy changes, the lawyers gave us the green light. But not without stern warnings that there was no guarantee that Smucker's wouldn't sue. To the president's credit, he pulled the trigger on the campaign and we held our breath.
We didn't have to hold it long. Sales spiked and within the month were up a full 90%. Our thrilled client immediately doubled his media spending by scraping together every dime he could muster. When the dust finally settled 12 months later, Sorrell Ridge had a 50% national increase while sales for the entire jams category increased only 3.5%. The Harvard Business Review wrote it up as a case study and Forbes wrote it up as a 2-page feature. My partner and I got covered in a dozen trade publications and appeared live on CNBC. And, despite all our legal fears, Smucker's never did take action. Everything we said was true and obviously Smucker's knew it. Though they probably could’ve tied us up in court, the last thing they needed was more press. We simply had a better product and we got the message across in an exciting way.
Follis Fact #4
The better your product, the better your marketing can be.
© 2005 John Follis. All rights reserved.
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