Engelta loves to share financial tips and tricks to help anyone grow their own business.
Common marketing tasks you get to personalize in biz include:
1. Detecting most potential buyers
2. Evaluating your core product needs
3. Guiding and planning your product development
4. Launching publicity campaigns and promotions
5. Active selling
6. Optimizing distribution channels
7. Utilizing rare market information to corner or to create a niche supply and demand
8. Cultivating extra sales from the client base & merchandising
It is generally advised to never copy someone else in promotion and production, unless that someone is under-supplying their clients and you can “help” its clients a bit. Otherwise you are likely to end up mining depleted deposits or, at best, come across criminally unauthentic to the customer base. Being original is all about being oneself and solving your or one’s clients’ problems for them. Supplying and selling stuff to the have-nots with demand, is a potent form of problem-solving. For example, import companies often do not retail their own stuff and mostly act as wholesale agents, supplying the retail outlets. They are glorified transporters that solve the retail demand for goods.
- Deciding what you want to do and building up the spirit for it is the most significant part of marketing. People can tell really fast if you are only in it to make a cut and do not really care. A huge chunk of businesses maintain me-too-motivated web pages that reek of soulless corporate filler text.
- Posting half-hearted corporate stuff is an easy way to lose sales. The complete lack of originality is the most common big sign.
- Another one is outdated information. Always go full heart.
- Planning is a common source of misconceptions.
Make your business choices based on your business spirit and desires, NOT THE OTHER WAY AROUND. I guess they teach economic students to assume success and profit cash flow and plan from there on. You know, planning in the position where it is almost obsolete.
- You do not plan for an already active biz -- you MANAGE it as an on-going operation. Planning happens once you know you have painstakingly studied yourself, your business field skills and the market. Planning is the product of tons of background research and possible self-development. It is about making informed choices based on objective observations.
Each individual business takes time getting into. Be careful of the people who claim otherwise -- they most likely intend to manage the business passively, never creating new services. They mostly keep the boat from rocking and collect salaries. Think about it. What has Apple’s Tim Cook really done for the company since he took over as a CEO, i.e. the most powerful employee and the most trusted decision-maker in the company? Where is the new market insight and the products to corner new market niches? When one of the super-massive companies gets stagnant like that, you know the marketing department has screwed up royally.
Also, as demonstrated by Cook’s recruitment and his subsequent, lackluster contributions to the company success i.e. marketing prowess, so did the HR one. Oh boy. As an above-average marketing planner, you want to include choices that make clients feel emotionally compelled to buy specifically the company products. For instance, add something that the clients would feel bad not having and bundle it with some more expensive stuff you want to sell or get rid off.
- It is useful to build emotional endurance and commitment before planning because you cannot do that afterwards.
- It is your fault if your workers or even you fail halfway through because of ran out motivation to work according to the plan. Especially marketing efforts require a lot of persistence, thoughtful risk-taking and often surpassing the perceived impossibilities. Those activities are not possible to engage for long enough periods of time if one lacks emotional reserves to keep going at it.
The three main marketing vices:
In practice: rushing leads to waste and failure, doubt makes cowardly and passive and ungratefulness makes you burn out. The reliance on perceived silver-bullet AKA Omnicare methods is dangerous. There always is a counter-effect to every effect and it is always stronger than the original effect. E.g. the waning sales effect always eventually overtakes the original sales spikes.
To be honest: there is no silver bullet, at least in the long-term. Using silver-bullet methods enables a silver-bullet counter-effect. For example, so-called Agile software development paradigm was marketed like one. It even had the gall to commonly refer to a book titled “There Is No Silver Bullet” without a hint of this irony. It allegedly used be so much better than its whipping boy Waterfall method, though by now, it is so infested with tons of other quick-fix methods Frankenstein-ed into it (Scrum, Behavior-Driven Development) that it is even worse and more cumbersome than Waterfall. It so desperately wanted to not be like its monster that it became the bigger monster and a counter-effect to its own effect.
Most counter-effects arise within the effect, so there is no eliminating only one of the two. It is best to commit to a marketing choice and the plan it is on, not to a specific execution method. Marketing is all about adapting to the current situation to make the sale and not about forcing a specific sales situation or a method.
In short, niches i.e. the so-called target demographics only hold at most 10 % of all potential buyers. To garner massive sales, you need to get the remaining 90% of the population on board with you and convinced about the fact that they are losing major quality of life, convenience and comfort by not buying your stuff. Make it an offer that they cannot refuse.
- Most marketers completely ignore the people who are not yet interested in a product. That is very shortsighted and ignores the basic marketing tool of creating a buzz. This is common because most people are too insecure to go their way and single-handedly make things happen. It is all about impatience and doubt, the marketing vices. You have to plow the field before you can plant the potatoes, after all. You can also hype upcoming product.
The products we use today did not come from extant market interest. Marketing is all about creating market interest. Most marketers clearly are not cut out for the job. They are the ones that can barely organise a Ponzi scheme scam or some other easy con job. You should always create a story for the product. People can smell spotless fakes, so sugarcoating it even a little will nullify efforts fast. Tell it how it was. People are tired of fake humble-bragging and omissions of failures.
- Only bad marketing jobbers think people buy products just because of some actors fake-smiling in the advertisements. Focus on your opponents to pinpoint weaknesses in your products. E.g. if their products are selling worse, you gain clues about what to avoid in your creations.
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