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AdultB2B
12-21-2010, 01:50 PM
What Marketing Is Supposed To Do

Most people don’t get this simple marketing truth: Marketing’s job is to facilitate the prospect’s decision-making process and cause them to say, “I would have to be an absolute fool to do business with anyone else but you...regardless of price.” If your marketing doesn't do that then it isn't working. Your job as a marketer is to fix that.

The first distinction that should be made is the distinction between strategic and tactical marketing.

Strategic marketing has to do with what you say, how you say it, and who you say it to. In other words, it’s the content of your marketing message.

Tactical marketing is the execution of your strategic marketing plan as far as generating leads, placing media, creating marketing tools, and implementing a follow up system. In other words, it’s the medium your message is delivered in.

The distinction between strategic and tactical marketing is huge.

Most people mistakenly assume that when you talk about marketing that you’re automatically talking about tactical marketing–-placing ads, generating leads, sending out mailers, attending trades shows, creating brochures, implementing a follow up system, and so forth. They fail to realize that the strategic side of the coin–-what you say, how you say it, and who you say it to–-is almost always MORE important than the marketing medium WHERE you say it.

What Marketing Is Supposed To Do:

1. Capture the attention of the target market.

2. Facilitate the prospects’ information gathering and decision making processes.

3. Lower the risk of taking the next step in the sales cycle.

It should ultimately lead your prospects to the conclusion: “I would have to be an absolute fool to do business with anyone else but you...regardless of price.”

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