MARKETING IS NOT A CREATIVE ENDEAVOR...
It's Hard Work and the Scientific Process
Applied To The Real World Of Building Your Business
Pretty bold statement don’t you think?
Doesn't sound like anything you've heard before, does it?
How many advertising firms and graphics designers have told you how important it is to get your "branding" in place or to use "lots of white space" in your ads. Maybe they've told you about making your website look like a lead-in to a Saturday morning cartoon show.
Here's a secret they won't share with you...over 85% of regular web users hate flash. It is true that some people go on the internet for games and music and videos..entertainment. But, and here's the real question for you, are the people looking to buy what you sell interested in being entertained, on your site, or are they interested in finding exactly the right information on what problems your can solve for them or what job you can help them accomplish. If the answer to that isn't immediately obvious....STOP READING right now and get away form this website, because every concept, strategy, and tactic discussed, offered and demonstrated here is based on the absolute undeniable fact that all people make their buying decisions in exactly the same way.
Of course it's true that you, yourself, may be a tremendous marketer. You may already have all the high quality leads you could possibly use. You may have all the revenue and all the profits that you could ever want. If that’s you, you certainly don’t need any help from me. However, if you’re like the vast majority of businesses out there, that's not the case and you probably should read on.
Competition is tough, margins are slim and profits are dwindling faster than corn chips at a Superbowl party. Here’s why….most people (and we mean more than 96% of business owners) don't get this simple marketing truth: Marketing's job is to facilitate (make it easier) the prospect's decision-making process. Marketing has to help them make the best buying decision. Isn’t that what every buyer wants to do, make the best choice, get the most value. The problem is most of us don’t know how to do that when we buying almost anything. We don’t know what constitutes the best value. Because of that we end up buying the one with the lowest price. Price is our default mode. I know that in some cases the lowest price is the best choice. But what if I was buying what you sell? Would buying the lowest priced (put whatever you sell here) from your competitor be the best choice? If your competitors lower price is the best choice then you’re selling something for more than it’s worth and I can’t help you. You’ll just have to get better at what you do.
However, if your product or service is a better value than your competitors what is it they need to know, understand to make a better buying decision and buy from you? What is it that you have to say to cause them to conclude:
"I would have to be an absolute fool to do business with anyone else……no matter what the price."
The MYM’s entire focus is building the strategy and tactical plan for accomplishing this easily understood task. The job of marketing is to build an airtight case, that when presented in the proper medium to your customers and prospects, proves that your company is the ONLY company to do business with. It's not fluff, it's not flash; it's just the simple truth presented in the strongest, most direct way possible.
The Basic Idea
There is a thing we refer to as "The Educational Spectrum." The Spectrum is all the information and evidence a prospects needs to move themselves from being uninterested or not knowing that the product or service even exists all the way to the point where they are taking money out of their pocket to buy what you sell.