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Saturday, May 17, 2008

What Every GREAT Markerter Knows I

1. Anticipated, personal and relevant advertising always does better than unsolicited junk.

2. Making promises and keeping them is a great way to build a brand.

3. Your best customers are worth far more than your average customers.

4. Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.

5. Marketing begins before the product is created. 6. Advertising is just a symptom, a tactic. Marketing is about far more than that.

7. Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.

8. Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.

9. Products that are remarkable get talked about.

10. Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.

11. You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.

12. If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.

13. People don’t buy what they need. They buy what they want.

14. You’re not in charge. And your prospects don’t care about you.

15. What people want is the extra, the emotional bonus they get when they buy something they love.

16. Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.

17. Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.

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