Wednesday 14 November 2007

Marketing doesn't work - all is lost!

"I've tried everything"

You see this a lot on the business forums.

No explanation, just desperation. When you've poured your life savings and 60 odd hours a week into something you had absolute belief in, desperation is putting it mildly.

A bit of fishing reveals that yes, they have tried many forms of promotion, but not in a planned way. Mostly out of desperation. Funnily enough.

Here's the tip: Have a plan. For the love of lemmings, let planning be your guide. Plan.

Meeting the needs of customers profitably
That's how the Chartered Institute of Marketing define marketing. So, start with your customers.

1. Who are they?
2. What do you want them to know?

3. What do you want them to do?


and the really important one...

4. Why should they?


Alright, there's a teeny bit more to planning than this like, knowing your market, watching your competitors, predicting the future (seriously!), blah blah... buy a book, there's loads.

But, before you get bogged in detail, just keep those 4 questions in mind. Especially the first and last - they're the ones you might forget in desperation.