“Your customers are the lifeblood of your business. Their needs and wants impact every aspect of your business, from product development to content marketing to sales to customer service.” ~ John Rampton
The Big Misconception…
Most business people equate marketing with selling.
In truth, they are totally different business functions.
People buy stuff they want.
People buy stuff they need.
Determining what they want and need is marketing.
Getting them to move forward and pay for it is selling.
Sales/selling is all about parting people with their money… the LOGICAL progression of doing business with you.
Exchanging cash for what you have to offer.
Marketing, on the other hand, is all about finding and focusing on your ideal customer’s needs… the EMOTIONAL connection between the heart and the head that makes people WANT what you are offering… well before your customer even knows he or she needs it.
Simply put, marketing is everything you do to place your product or service in the hands of potential customers… everything you do to first create a customer… make them feel good about dealing with you… then keep them coming back year after year, purchasing product after product.
Marketing is a business-wide function — it is not something that operates alone from other business activities — it must be built into the CORE ESSENCE of your company as a whole.
Done right, it gives you an unbeatable competitive edge.
Done wrong, it drives YOUR customers and prospects into the loving arms of your fiercest COMPETITOR!
Without question, marketing focuses on the satisfaction of customer needs, wants, and requirements.
Think of every major innovation of the last 100 years. Google searching… Facebook social interactions… Apple iPods and iPads… Ritz Carlton… Olive Garden… all have one thing in common.
Brilliant INNOVATION and equally brilliant MARKETING.
Innovation without marketing gets you nowhere.
“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions; marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” ~ Peter Drucker
Exceptional marketing and marketing management is critical to building a business because it establishes credibility and brand authority in the eyes of current and potential customers.
Marketing management, when well done, spells the difference between a business that becomes nothing more than a draft nag, and a racehorse where WINNING is everything.
This is what market DIFFERENTIATION means…
A friendly family horse might be worth a few hundred bucks. Fun to ride and great with kids.
A thoroughbred racehorse is worth millions of dollars. It races and wins millions. Big difference.
Knowing, not just suspecting, what your customers WANT is considered by many a true miracle!
Knowing this before a product is even CREATED is the miracle of innovative marketing… the trendsetter… the men and women who have a hunch and follow it… who can see into a crystal ball and find a way to make it real.
Great marketing is a testament to great leadership.
Great marketing is NOT added on after a product is developed and ready to sell.
Great marketing is EVERYTHING you see that makes you want to become a customer.
We created the Golden Game of Business Success to give you the tools to innovate your way to brilliant marketing!
It’s like having a strategic marketing expert available at the click of a button… telling you exactly what you need to do to achieve all your business goals.
E. R. Haas