Better Profits

“…You Can’t Handle the Truth!”

Posted on Oct 21, 2006 in Better Profits, Top-of-the-House by Jeffrey Summers 0 Comments

Seth talks about the “Top 10 Secrets of the Marketing Process” – this is a must read for operators since they seem to misunderstand the marketing process in general.

1. Dont run out of money. It always takes longer and costs more than you expect to spread your idea. You can budget for it or you can fail.

2. You wont get it right the first time. Your campaign will need to be reinvented, adjusted or scrapped. Count on it.

3. Convenient choices are not often the best choices. Just because an agency, an asset or a bizdev deal are easy to do doesnt mean that they are your best choice.

4. Irrational, strongly held beliefs of close advisors should be ignored. It doesnt matter if they dont like your logo.

5. If it makes you nervous, its probably a good idea. If youre sure youre right, you probably arent.

6. Focusing obsessively on one niche, one feature and one market is almost always a better idea than trying to satisfy everyone.

7. At some point, youre either going to have to stick to your convictions or do what the market tells you. Its hard to do both.

8. Compromise in marketing is almost always a bad idea. Extreme A could work. Extreme B could work. The average of A and B will almost never work.

9. Test, measure and optimize. Figure out what’s working and do it more.

10. Read and learn. There are a million clues, case studies, books and proven tactics out there. You can’t profitably ignore them until you know them, and you don’t have the time or the money to make the same mistake someone else made last week. It’s cheaper and faster to read about it than it is to do it.

Source: http://sethgodin.typepad.com/seths_blog/2006/10/top_10_secrets_.html