DRAMATICALLY Improve Your Marketing

DRAMATICALLY Improve Your Marketing 

Alex Goldfayn, the CEO of the Evangelist Marketing Institute, recently held a 2013 Marketing Kickoff Webinar where his premise was “marketing is the low hanging fruit.” That is, if your product or service is on the mainstream market, it is probably “good enough” from a capability and quality perspective to satisfy customers. Thus, improving your marketing, not your product, will yield the fastest, most dramatic business and sales results for your organization. How can you improve your marketing? Below are the ten techniques Goldfayn outlined during the webinar.

  • 80/20 rule. The first 80% of your message should focus on your value – lifestyle or work improvement. The last 20% of your message should focus on how – your process, technology, etc.
  • Communicate relentlessly. If you stop talking to your customers, someone else will take your place. Keep communicating the things that make you successful. Create calm and comfort for your customers.
  • Communicate stories about your happy customers – everywhere! Describe how what you do improves peoples’ lives or work. Help them find peers. Do not lead with your product or service.
  • Know our greatest strengths. Focus on your greatest strengths to the relentless exclusion of everything else. Strengths atrophy without focus. “No wandering eyes.”
  • Public relationships. Eliminate the press release. Help your executives build relationships with the media and press. Help the media and press write posititive stories about you.
  • Simplify. Simplify your message until it cannot be simplified anymore and then simplify everything else. Simplification includes what you say, as well as how you say it.
  • Take action. Stop planning/thinking and start executing. When you are 80% complete, start doing. Imperfect action is always better than no action at all.
  • The best marketing comes from your customers. Understand how customers think and feel about you on an emotional level. Communicate that message back to them. Logic makes people think. Emotion makes them act.
  • Think big. You cannot outperform your own mindset. Mindset shapes marketing. Marketing shapes success. Think big. Think value, not details.
  • Use 15-minutes each day to improve your marketing. Improving 15-minutes per day creates new behaviors and habits. What technique will you implement today to improve your marketing?

All contents copyright © 2013, Josh Lowry. All rights reserved.


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