My friend Matt Shultz sums up marketing strategy thusly.
Everyone wants to eat their dessert first.
We all love the sexy stuff of marketing dessert – web sites, brochures, videos, etc.
But nobody wants to eat their vegetables.
Marketing strategy is the vegetables.
If you want a healthy sales program, you have to eat your vegetables.
Marketing has been hijacked by tech people and the results aren’t pretty. The only thing more confusing to business owners and leaders than marketing is particle string theory. What matters and what works to fuel growth has been lost in a sea of acronyms, algorhythms, doublespeak, blathering nonsense and grift.
In this week’s Moment of Clarity I share my thoughts on how seeing your business as a system can help you improve and grow your business.
About fifteen years ago I completely disassembled an old Corvette I bought in a fit of bad judgment at a swap meet. Every bolt. Every washer. Every piece of wire.
For years now I’ve kept this highly guarded secret to myself because I didn’t want to let clients in on something that would surely render me useless to them. It’s not like I haven’t been asked a thousand times to reveal this secret – it comes up all the time in various forms but the essence of the question sounds like “What is The Magic Bullet marketing thing I can do to instantly make sales?”
After 30 years of working with clients to solve problems that are killing their revenues and profits, I’ve identified a number of red flags that tell me loud and clear something is wrong with how that client is selling. The good news it isn’t hard to fix.