Episode description

Marketing is a foundational and necessary element because it tells the world who you are and maybe why they should do business with you. At least that’s the hope.

The challenge is marketing encompasses so many different things and can and should be different for every company. What you say, who you say it to and the means in which you say it are all unique because each company is unique. More importantly, the customers you want to reach are unique.

However, there are some universal truths that hold true for all marketing, and this is where the biggest mistakes get made.

Truth #1 – Focus: You are not all things to all people and your marketing should focus on the customers best aligned to buy your products and services.

Truth #2 – Emotion Overrides Fact: People buy based on emotion and your marketing should connect with those emotions. Your marketing should not spout facts and figures about what you do.

Truth #3 – Execution Trumps Strategy: Being excellent at implementing your marketing is critically important. While good implementation can overcome a bad strategy, poor implementation can quickly kill a good strategy.

Tune in and hear Tom Russo, Brian Parker, and Ken Cook explore these marketing mistakes, and more. Open for Business #48 – more great information than you could hope for in less than an hour.

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