A good friend just sent me to an insightful blog post from Perry Marshall.
In it, Perry talks about the tendency for non-profit organizations (NPOs) to have really crappy marketing.
And because of that crappy marketing, they don’t get as much money as they could get. Hence, they can’t give help where it’s needed. Hence, the people that they are trying to help are actually suffering needlessly.
The reason, he says, that companies (whether for-profit or NPO) don’t bother to master their marketing is because they rely so much on the “merit” of their product or service to sell itself.
Unfortunately, this is the same for many businesses.
The fact of your product/service being the best, cheapest, fastest, oldest, etc., NO MATTER HOW TRUE IT MAY BE, just isn’t enough.
There is just way too much clutter these days. Customers are bombarded with thousands of marketing messages every single day, much of them bad and saying the same thing as the other guy.
Because it’s too difficult to wade through so much data, customers are forced to either do nothing at all, or they make uninformed decisions, at times to their detriment.
So what’s a business to do?
First, you have to DECIDE that what’ you’re offering is TOO IMPORTANT to be lumped in the same category with everyone else.
Second, you need to get good at marketing yourself so that you leave the fog of obscurity and bring a clear message to your customers that compels them to do business with YOU.
Third, you have to recognize that taking those steps will lead not only to your business growing and thriving. It also saves your customers from suffering the effects of sub-par deliverables from your competitors.
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