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Hello {!firstname_fix}
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The best marketing concepts aren't complicated. They are actually surprisingly simple. You can begin applying them today and start seeing immediate results.

1) Marketing is the Key to Financial Security and Prosperity

Marketing is a much more prevalent and powerful force than most people realize. At the heart of all successful enterprises is a solid marketing strategy.

Unfortunately, many small business owners are confused about exactly what marketing is and how it can help them grow their businesses.

Here's one definition of marketing that I found on the Web today--it's typical of the collegiate approach to marketing:

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Complex and Convoluted Definition of Marketing:

Marketing is the process of organizing and directing all the company activities which relate to determining the market demand and converting the customers buying power into an effective demand for a service and bringing that service to the customer.
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What??? With convoluted definitions like that, it's clear why so many people are confused.

Let me clear up the confusion once and for all. My simple definition of marketing is this;

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Clear and Simple Definition of Marketing

'Marketing is all about helping people get what they want.'
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That's it. You don't need any other definition or explanation but that one. Print it out and tape it somewhere so that you will see it and read it every day.

If you want to make more money tomorrow than you did today, then just apply that definition to everything you do in your business. Help your prospects and customers get what they want and they will be drawn to you like a magnet.

This is not how most small businesses operate. They operate from the standpoint of what the 'owners' want, not what the customers want.

After a 30-year career of hands-on marketing, and 14 years of face-to-face consulting with small business owners, I can say with confidence that this is one of the biggest obstacles sitting between most small business owners and extraordinary success.

Ask yourself, or better yet, ask your prospects and customers what they would like to see you do in your business to better help them get what they want. What can you do in your business to make it easier, less confusing, less complicated, less frustrating, etc. for your prospects and customers when they deal with your business?

How Do We Choose Who to Buy From?

Who are you going to buy from?

If you are searching for a specific kind of product and business A doesn't have that product, but business B does, chances are you're going to purchase from business B. Business B helped you get what you wanted.

But suppose both business A and business B have the exact product you want. How would you then decide which business to purchase from?

If you're like most people you would compare each store in relation to how well they can provide you with what you want. As you'll see, you don't only want the product. There are lots of other things that you want in relation to purchasing products and services.

You want;

1. a quality product
2. size or feature options
3. a good price
4. a convenient location
5. convenient parking
6. convenient store hours
7. convenient payment options
8. friendly and attentive service
9. to trust the business and it's employees
10. the product to perform as promised
11. to have the option of returning the item if it doesn't meet your expectations
12. a clean and professional atmosphere
13. information about the product if you need it
14. follow-up service, if needed
15. helpful and knowledgeable staff
16. to be treated as an important customer
17. etc.

This is just a partial list of 'wants' you might use to make your decision. Your prospects are using a similar list to decide whether they should buy from you, or one of your competitors.

The Little Things Mean a Lot

It's the details

Don't think the little things don't matter--the little things are actually huge when it comes to marketing your business successfully.

Tiny little things which may seem trivial on the surface can often make or break a business.

If all other things are equal, which business would you want to buy from;

-- the one that is extraordinarily clean, or the one where there is garbage on the floor, and the trash cans are overflowing?

-- the one where the sales representative calls you back quickly, or the one who doesn't call you for days, or never calls back at all?

-- the one where a staff member acknowledges your presence immediately, or the one where staff members ignore you and continue chit-chatting with each other?

-- the one that keeps in touch with you with friendly reminder mailers or emails about their products and services as well as new additions, or the one that you 'never' hear from?

That's just a sampling. This list too could go on and on.



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If you have any comments you'd like to share about this article, just hit reply and send me an email.

Until next time, we wish you the very best marketing success.

Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com





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About the Author:
Copyright 2000-2008 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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