A Lot of What You Have Ever Learned About Marketing Is Wrong

Shea / 09 December / Comments Off on A Lot of What You Have Ever Learned About Marketing Is Wrong / 138


Sure you’ve been marketing for a long time—and probably getting what most would consider decent results. But that doesn’t mean there’s not a better way that will produce ever better results.

The purpose of this post is to teach you a system for innovating and marketing your company to a point that it’s instantly evident to your target market that they need what you’re selling, and that you’re the obvious choice to buy it from. I want to show you how to make those advantages of doing business with your company so obvious to your prospects and customers that they quickly and easily draw this one simple conclusion: “I would have to be absolutely CRAZY to do business with anyone else but you… regardless of price.”

If you’re not getting these kind of results, then apparently a lot of what you have ever learned about marketing is wrong.  But it’s not your fault.  We were all taught things about marketing that just don’t work – at least not for SMBs.

The average business is, well… average. Innovation is the first step to achieving stellar marketing results—after all, if you’ve got something great to talk about in your marketing, you’re already ahead of the game. Forget paying lip service to innovation.  In this post, you’ll learn how to actually do it.

Platitudes and generalities roll off the human understanding like water off a duck’s back. They make no impression whatsoever. So why is your marketing loaded down with them? Find out why—and what to do about it as you learn how to use the Marketing Equation to create powerful marketing.

So you’ve eliminated the platitudes and are communicating like a pro. Success is ensured, right? WRONG. Depending on where a prospect is on the ‘Educational Spectrum’ you could be saying things your prospects don’t give a hoot about— at least, not at the moment. Learn how to get it right every time.

Learn from the world’s greatest pianist what it takes to master a skill… and find out how you can eliminate the 5 biggest marketing mistakes from your marketing, and monopolize your marketplace on a consistent basis.

A Lot of What You Have Ever Learned About Marketing Is WrongLegendary baseball manager JoeMcCarthy began every new season with a lecture to all players; both rookies and veterans about the fundamentals of baseball.  In fact he’d start by saying “This is a baseball.”  “This is a glove.”  This is a bat.”  He talked about how the ball can be thrown, hit with a bat and caught with a glove.”  He even took them out on the field and told them “This is a baseball field.”  He led them around the field describing the dimensions, the shape, the basic rules, and how to play the game.  He did this every year even if they had won the championship the year before.  He believed in getting back to the fundamentals at the start of every season.

But here’s a twist on the “here is a baseball story.”  I am going to cover the fundamentals of marketing and advertising—”This is an ad,” if you will. But this “baseball” that I am going to hold up is going to have a size and shape that’s significantly different than what you’re used to seeing. The baseball field that I’m going show you isn’t going to have the traditional dimensions like the one you’ve been playing on for the last 5 or 10, 20 or 30 years.  After all, I’ve already told you everything you’ve ever learned about marketing is wrong.  I’d like to introduce you not just to the fundamentals of marketing, but for most of you, what we can call the new fundamentals. And for this information to have any value to you, it’s essential that you go into it believing that there are some new principles to learn. You have to believe what I am going to share with you is that there is the possibility that there might be a different way of looking at things that might yield better results.  I know, I know… you’ve been doing it the way you’ve been doing it forever. But trust me: there is a better way.

Let’s say, for instance, that you own a home remodeling company, and you spend $2,500 a month on marketing. That budget is divided primarily among online pay-per-click ads on Google, postcard mailers to people who have recently purchased an older home, radio ads on one or two stations, and a quarter-page ad in the Yellow Pages. Let’s focus on that Yellow Pages ad for a minute—let’s say that it generates an average of 75 calls per month. Is that good? Is that bad? Well, it depends… but let me ask you this: What if you could take that same quarter-page ad that costs $500 a month, and by just changing what it says, and how it says it—now, instead of getting 70 calls a month, you could generate an average of 945 calls a month, and the average quality of the prospect was quantifiably BETTER? Would you be excited about that? 945 better qualified calls a month instead of 75? That’s what’s called LEVERAGE —making more money—for the same time, the same money, and the same effort spent.

Well, whether you spend $500 a month, $5,000 a month, $50,000 or a $500,000 dollars a month on marketing, to show you how to use the Total Market Domination system to overcome the five biggest marketing mistakes businesses are making and leverage what you’re already doing and get dramatically improved results for YOUR business. What we’re going to cover works for everything including advertisements in all media, online or offline, brochures, websites, trade shows, signage and everything else. It’s going to work for you whether you sell business-to-business, or business-to-consumer, whether your target prospects are middle class or millionaires. I’m not talking about radical changes that are “creative” or strange or weird or anything else. My purpose here is to show you how to change your marketing and advertising, and allow you to leverage your marketing momentum. I’ll give you dozens of examples from lots of different industries.

The fact is, most companies simply don’t know how to do this. Some companies know their marketing could use some help and that it’s under leveraged, and as a result, they’re looking for solutions. Maybe that’s you. But there’s a larger group, a group that doesn’t really understand the untapped potential that lies in their marketing. They spend some money on marketing or advertising, get some results, make some money, and then decide that whatever results they’re getting are probably about as good as it gets… and figure that there’s not much they can do about it. They figure that the 75 calls a month on the $500 ad is about what you ought to get for a $500 ad; they never imagined that 945 calls were even possible. Nothing could be further from the truth.

Our Strategic Marketing Program is based on Rich Harshaw’s Monopolize Your Marketplace system.  His system is based on unchanging principles of human nature that dictate that people always want to make the best buying decision possible and therefore marketing’s job— your job—is NOT to babble incessantly about how great you are or how low your prices are—but rather, your job is to simply facilitate the prospect’s decision-making process, and allow them to feel like they’re in CONTROL of the decision, based on having enough quantity and quality of information. The system is truly a breakthrough in marketing and advertising, yet it’s simple and easy to understand. We have hundreds of client successes to prove that it works reliably when it’s implemented properly, regardless of what kind of business or industry you’re in.

So, how can I accuse you, without ever having met you, of leaving huge untapped profits on the table that are easily and readily available just by doing what I’m about to share with you? How can I say, in essence, that you don’t know what you’re talking about marketing-wise—even given the fact that there’s a good chance that you’ve been doing marketing for 5, 10 or 25 or 35 years—and you’ve been getting what most people would consider pretty good results that whole time?

To address this scenario, let’s take a look back in history and ask DickFosbury, the lanky high jumper who accidentally revolutionized the high jump in the mid 1960’s. Until then, high jumpers had used either a scissor kick or the “western roll” landing on their feed or feet and hands.

Fosbury had invented his Flop in high school, when he discovered that, though he was terrible at the scissors-kick, the straddle and the belly-roll, if he stretched out on his back and landed headfirst, he could jump higher than anyone on his high-school track team. “The advantage,” he said, “from a physics standpoint is, it allows the jumper to run at the bar with more speed and, with the arch in your back, you could actually clear the bar and keep your center of gravity at or below the bar, so it was much more efficient.” A Lot of What You Have Ever Learned About Marketing Is Wrong

Fortunately, right about the time Fosbury invented his revolutionary style, prior to his junior year, his high school had replaced its wood chip landing pit with a softer foam rubber material that was becoming common across the United States in the early 1960s. Sawdust, sand, or wood chip surfaces had been usable previously because jumpers using the scissors technique were able to clear the bar while upright and then land on their feet, while those using the Western Roll or Straddle made a three-point landing on their hands and lead leg.

In the summer of 1968 the seemingly fearless Fosbury, a 21-year-old senior at OregonStateUniversity, with two bad feet, a worn-out body, an unbelievable style of high-jumping head first on his back, and a habit of talking to himself in midair won the gold medal and a new U.S. and Olympic record of 7′ 4 1/4 inches.

But not everyone was impressed. Even his Olympic coach, Payton Jordan, stubbornly lamented at the time, “Kids imitate champions. If they try to imitate Fosbury, he will wipe out an entire generation of high jumpers because they will all have broken necks.”

“The problem with something revolutionary like the Flop that was that most of the elite athletes had invested so much time in their technique and movements that they didn’t want to give it up, so they stuck with what they knew.”

It took a full 10 years for the Flop to be widely adopted and then it was only the kids coming up who had nothing to lose who adopted it. Why if the Flop could deliver another foot of height was it so long in being adopted? Since 1980, no one using any other technique has held the world record.

This surely is the same issue that we face today in marketing and advertising.  But there’s a larger group, a group that doesn’t really understand the untapped potential that lies in their marketing. They spend some money on marketing or advertising, get some results, make some money, and then decide that whatever results they’re getting are probably about as good as it gets… and figure that there’s not much they can do about it.  They figure that the 75 calls a month on the $500 ad is about what you ought to get for a $500 ad; they never imagined that 945 calls were even possible. Nothing could be further from the truth.

Checkout my next post where I continue to show you how you can transform your marketing and advertising.

Until then, have a great week.

Shea Ellison
President and Founder
Strategic Internet Family of companies