5 rules

These 5 things have always been true about marketing.

Marketing cannot sustainably sell a consistently poor product

The lynchpin of successful marketing is finding or creating a great product, then connecting with the audience most likely to buy it. Without a great product, marketing results are at best going to be middling, at worst tragic. Yet there’s a common misconception that great marketing can sell any old nonsense. There are no magic wands in marketing which you can use to mesmerise customers into buying. Customers are not daft. At the same time, a great product with poor marketing may not find its niche or audience. Here, marketing can do great things. If a product isn’t targeted at its right audience, it never achieves significance. If the product isn’t explained in a way which brings out its intrinsic value, there’s an opportunity there.

Passion sells

The biggest challenge of marketing is creating enthusiasm in a world which is cluttered with noise, advertising and marketing. It’s not about who shouts loudest. It’s about loving what you do. If you can’t get enthusiastic about the value of your products, how do you expect anyone else to do the same? If you’re lacking passion, the first person you need to sell your product to is yourself. Marketing is about reaching the right people and showing them how your products can change their world.

Offer difference

Chances are that you’re in a market with competitors. How do your customers tell the difference between you and the next company? This steps into the world of branding. The difference you offer is not just any old difference, but rather finding something special that your customer believes adds value to what you do.

You have to earn customers

Marketing requires clever thinking and hard working. Each and every customer needs to be earned. Customers are not a right, they are a reward. Specific marketing techniques such as search engine optimisation are really just channels of clever thinking and hard work which produce specific results. You can’t change a business simply by changing a few keywords on your website. As soon as you believe that customers have to be earned, you start focusing on the customer’s needs, adding value to your service and working hard to deserve you customers. Again, no magic wands – just clever thinking, technical expertise and putting the time in with hard work.

Value and price are different things

The marketers job is to increase perception of value which leads to sales. Reducing the price is just one way to increase value perception, but it erodes profits. Whilst marketing can indeed focus on arriving at a market acceptable price it’s by communicating graphically, textually and through audience selection to make sure that customers can appreciate the true value of the product.


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