Marketing Rant

We are so focused on the product our business provides we forget what the most important reason people do business with us is.

It is not the low prices we offer, and not the fact that our business has been around since the first French revolution.

The most important reason people do business with us is because they like their experience. Because it feels good. Because it’s fun.

Now, you don’t have to be a funny and witty person (although that certainly helps) to make it fun doing business with you. I am a rather boring guy, at least most of the time. If you are like me, then the solution is simple: delegate it, either to a person… or to a system.

The latter is certainly my choice, but it doesn’t have to be yours.

Please understand that fun doesn’t mean practical jokes (although I know of some gutsy fun-preneurs who use them very successfully). The important part is to make your clients feel good – prior to, during, and after the sale. And this will mean different things to different businesses.

Just to wrap it up with the topic of recycled materials and make a sort of a “month end” (see several previous posts with more on this).

Mistake #3: Using Marketing To Fix The Perception Of Your Product When The Product Itself Needs To Be Fixed

… and what if the recycled manufactured products are not as good as they tell us? (I personally don’t think that’s true, but let’s stay with this thought for a minute).

Then what’s being offered not only is not ethical, it represents another classic marketing mistake: We have a lousy product (recycled manufactured goods), so let’s just throw some money at it and tell everyone the product is great!

Don’t you ever try that. Here’s what going to happen:

If your product is not really that great and you decide to use marketing to CHANGE the perception by pouring bushels of money into the campaign, all it will do for you is annoy a larger number of people to a greater extent.

Fix the product first, then throw the proverbial stones when it’s time.

Iacocca had to fix the Chrysler product BEFORE he could go on the road advertising it.