Creating
Marketing Magic
Welcome to the
January 2007 issue of
“Creating Marketing Magic.”
New Beginnings: Setting Your Marketing
Resolutions
It's January 15th and the
question of the day is: Have you already broken your
New Year's Resolutions?
According to Janet Simpson of "Nourish
Your Life"
"Statistics show that 50% of
Resolutions are broken within one week, 75%
within two weeks, and 90% within one month."
Now it's common practice for
business owners to begin the year by setting
marketing resolutions, also known as marketing
activity goals. However, many of these marketing
activities are centered
around the delivery and not the creation of the
message.
I probably don't have to tell you that marketing
activities and advertising are NO FUN when they
don't produce results. Yet, engaging in marketing or
advertising without a target audience in mind is
almost GUARANTEED to deliver disappointing results.
Remember, marketing is merely the process of getting
the message about what you have to offer in front of
those people who want or need your
products/services. So while setting a goal to let
more
people know about what you do is great, you're
wasting your time (and unfortunately your money) if
you don't deliver a message that is tightly targeted
and aimed specifically at your target customer.
Marketing activity goals such as writing an article
or setting up a speaking engagement are great
activities to do AFTER you've decided who your
target audience is. However, if you adopt a
"spray and pray" attitude, you'll soon find that
your assigned marketing activity goals are hanging
over you like a dark rain cloud.
If you haven't done so already, start focusing on
why your current clients or customers have
chosen to do business with you. One huge advantage a
smaller business has over a big one is the ability
to communicate directly with your clients or
customers. Don't guess why, but come right out and
ask. The
answers may surprise you.
About the author:
Kathy Hendershot-Hurd is the author of Beyond The
Niche: Essential Tools You Need to Create Marketing
Messages that Deliver Results.
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