Seven Marketing Myths that Devastate Business
Seven Marketing Myths that Devastate Business
What should marketing do for you? Help you sell more. Period! Don't get fooled by the self anointed marketing gurus who try to sell you blood letting marketing mythology.
Watch out for sacred marketing rules that only seem to protect the marketing mystic without helping you grow your business. Beware of the marketing bureaucrats who seem to be missing the point of marketing. Depending on what business you are in, marketing must help you sell - product, service, membership, investment, participation, and/or support.
You can get past the myths of marketing. You must get past the myths if you want to out-market your competition.
Where do you start busting marketing myths? Study these seven marketing myths. Understand them and grasp it as bane against those marketing zombies and business blood suckers.
Business killing marketing traps myths you must avoid.
1. The “talent” trap
The myth is that you should hire “talented” people.
The reality is that you should never rely on talent. It runs hot and cold. It subjects you to the whims of prima donnas. Instead - build your business by following systems.
2. The “build a better mousetrap” fallacy
The myth is that you should build a better mousetrap - then wait for the crowd to arrive.
This is an old myth. The reality is that you need to market. The difference between the financial failure of Van Gogh and the success of Picasso was marketing.
3. The “find a need and fill it” myth
The myth is that you should find a “need” and fill it.
This myth is still taught by many business schools. The reality is that people don't buy what they need. They buy what they want. Your marketing challenge is to make your customers want what you sell or to sell what they want.
4. Myths about the media
Too many business owners believe that the media hates business.
That is not true. The media is a business. The media will help you if you help them. What they need is information and stories. Your marketing challenge is to convey your stories to the media in a way that they find interesting and worth repeating.
5. The myth about “how to be number one”
It is surprising that whenever I ask this question of business owners many answer, “Deliver the best product or service.”
The reality: To become number one, create your niche. Your marketing challenge is to find and claim your unique niche.
6. The fallacy about value
Value is not what your engineers create or your accountants can measure.
There are two elements to total value - real value and perceived value. Your marketing challenge is to maximize the value you deliver from both elements. Be very clear on the importance of perceived value to your clients and the growth of your business.
7. The “lucky break” myth
Stop hoping for the lucky break.
Success is never the result of the lucky break. I learned this lesson from the hundreds of entrepreneurs and CEOs that I have worked with and interviewed over the past decade.
The reality is that success results from following good systems. Even an imperfect system is better than none. This is especially true of your marketing.
The above might be the most dangerous marketing myths that you must be aware of, and prepared to avoid.
The Greek and Norse Myths make for wonderful fantasy. But if you base your marketing on myths - your business will soon be a forgotten fantasy.
Seven Marketing Myths that Devastate Business - To learn more about this author, visit George Torok's Website.
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What marketing myths have you “learned” or are you being fed? Marketing has its own dogma - outdated beliefs and mumble jumble all intended to protect self-declared marketing mandarins. Marketing should be helping you get your key messages out - so you can grow, sell more and win more business.
What should marketing do for you? Help you sell more. Period! Don't get fooled by the self anointed marketing gurus who try to sell you blood letting marketing mythology.
Watch out for sacred marketing rules that only seem to protect the marketing mystic without helping you grow your business. Beware of the marketing bureaucrats who seem to be missing the point of marketing. Depending on what business you are in, marketing must help you sell - product, service, membership, investment, participation, and/or support.
You can get past the myths of marketing. You must get past the myths if you want to out-market your competition.
Where do you start busting marketing myths? Study these seven marketing myths. Understand them and grasp it as bane against those marketing zombies and business blood suckers.
Business killing marketing traps myths you must avoid.
1. The “talent” trap
The myth is that you should hire “talented” people.
The reality is that you should never rely on talent. It runs hot and cold. It subjects you to the whims of prima donnas. Instead - build your business by following systems.
2. The “build a better mousetrap” fallacy
The myth is that you should build a better mousetrap - then wait for the crowd to arrive.
This is an old myth. The reality is that you need to market. The difference between the financial failure of Van Gogh and the success of Picasso was marketing.
3. The “find a need and fill it” myth
The myth is that you should find a “need” and fill it.
This myth is still taught by many business schools. The reality is that people don't buy what they need. They buy what they want. Your marketing challenge is to make your customers want what you sell or to sell what they want.
4. Myths about the media
Too many business owners believe that the media hates business.
That is not true. The media is a business. The media will help you if you help them. What they need is information and stories. Your marketing challenge is to convey your stories to the media in a way that they find interesting and worth repeating.
5. The myth about “how to be number one”
It is surprising that whenever I ask this question of business owners many answer, “Deliver the best product or service.”
The reality: To become number one, create your niche. Your marketing challenge is to find and claim your unique niche.
6. The fallacy about value
Value is not what your engineers create or your accountants can measure.
There are two elements to total value - real value and perceived value. Your marketing challenge is to maximize the value you deliver from both elements. Be very clear on the importance of perceived value to your clients and the growth of your business.
7. The “lucky break” myth
Stop hoping for the lucky break.
Success is never the result of the lucky break. I learned this lesson from the hundreds of entrepreneurs and CEOs that I have worked with and interviewed over the past decade.
The reality is that success results from following good systems. Even an imperfect system is better than none. This is especially true of your marketing.
The above might be the most dangerous marketing myths that you must be aware of, and prepared to avoid.
The Greek and Norse Myths make for wonderful fantasy. But if you base your marketing on myths - your business will soon be a forgotten fantasy.
Seven Marketing Myths that Devastate Business - To learn more about this author, visit George Torok's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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