REAL Business Marketing.
One of the biggest mistakes you can make when you’re trying to figure out an appropriate and effective marketing strategy for your business is to look at the way big business marketing is done and then copy that.
And don’t fool yourself into thinking it’s all about TV ads and full-page spreads in the FT, either. The danger of big business marketing is much more insidious than that
Here’s what I mean: big business has big pockets and big business marketing budgets. Their marketing is all about image and “brand recognition”, not results. It’s a shame, because while some brand marketing for a brand that’s proven itself is perhaps worthwhile, big businesses which change tactics and start using direct marketing strategies find themselves getting massive returns on their marketing investment.
But, often they don’t know this is a possibility, because big business marketing is run by big business committees and have huge inertia and momentum working against them.
The upshot is big business marketing is terrible, and not based on results.
The problem is, most business owners decide to market themselves, look around them and see what big, successful businesses are doing... and then do the same: big ads with lots of whitespace and irrelevant images and slogans. No headline, no strong copy, no specific offer, and no reason for anyone to call you.
The truth is, many of these big businesses are successful in spite of their big business marketing not because of it!
Remember: every element of your marketing has to pay its own way in terms of results. The only way to ensure this is using the proven strategies of direct response marketing and testing, testing, testing... and then testing some more!
Take a look around the rest of this site, and get into some of the specific marketing strategies you can put to work for you right now and have them making money for you by tomorrow!
Happy Marketing!
Chris Cardell
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