A Marketing Myth

I don't need to do any marketing".

How many times have we heard this said? Often business operators feel they don't need to do any marketing because:

- they are already busy with work.

- they don't have the money.

- they don't have the time to organise it.

But really… ALL businesses do some marketing ALL the time. It cannot be avoided.

Marketing is most easily understood by focusing on the points of contact, or interaction, with customers. These points of contact may be in writing, over the telephone, brochures, product packaging, your sales people, advertising, your web site, the appearance of your premises, or even what your customers tell their friends about you (or your product).

The result of all these contacts will accumulate in the mind of your customer, or potential customer, and develop into a picture of your business or product or service. Once formed, this image is very difficult for you to change.

The expectations created by this vision in your customer's mind will influence their future purchasing decisions.

This is why marketing must be a major ingredient in your business mix. By effectively managing your marketing activities you can positively influence your customers vision of your business and thereby maximise your results.

Some of the best marketing techniques seem to be quite simple. However, putting them into practice often requires discipline and a commitment to consistency.

NOW THINK - what picture are you painting in your customer's mind?



A Marketing Myth - To learn more about this author, visit Stuart Ayling's Website.

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