The Importance of a “Marketing State of Mind”
Not everyone has the “marketing gift”. Meaning that marketing – understanding it – doesn’t come easily to everyone, but it is one of the most important things you can do for yourself and your business.
How do you exactly develop a “marketing state of mind”? First you have to look at the obvious things about your business – where are you communicating, to whom are communicating and how? Understanding this is the first step. Then you need to put yourself in your potential customer’s shoes and evaluate your messages and methods of communication.
Sometimes, the most obvious things are the one’s that seem the most confounding. For instance, like making sure the sign on your office building is large and more importantly, clear and easy to read. Banners are another aspect and must always be put up where traffic is most likely to see it.
Understanding the different aspects of marketing, how they work, and how they can be most affective is another crucial step to getting the right frame of mind. Buy books, ask experts for their advice or to teach you how things work. Do whatever you need to in order to better understand marketing. Until then you might just be wasting your valuable money on tactics that aren’t reaching your customers.
Once you’ve embraced the several elements of the marketing mix you can begin to determine what avenues of communication and promotion are right for your business – and that also means determining what you can afford to do and do well for a period of time.
Remember that marketing is a long-term process. It takes time for people to remember who you are, become acquainted with your business and build a relationship with you. One that will result in either them becoming your customer or them referring you to someone who is need of your product or service.
The most important thing to remember is this: If I was my customer how would I reach me?
Jennifer Fortney, Cascade Communications www.cascadecomms.com