Marketing

Marketing The Right Way, Forever

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Consumer behavior changes, technology advances, new products become available, but how you market properly never changes, ever.  The medium you use may change, but the strategy behind your marketing never really changes.  If it has, you are in a very unique situation, or, you are doing it wrong. 

Challenge

What is Marketing?
It is nothing more than story telling.  That is really as simple as it is.  Those who tell their story well and actually have a good story to tell while constantly providing value to their audience and asking for nothing in return are those that have it figured out.  This approach will always work in the long run.  Your build your brand by providing value on a regular basis, and tons of it, to an audience.  This will associate positive emotions with your business name.  When it comes time to seek out your services, guess who the subconscious mind is going to recommend to the conscious mind?  Yeah, those who provided value and didn't ask for a thing. 

That is how you win always.  Few companies have really figured this out and stuck with it.  Those that have grow even in the worst economic times.  There is no substitute for providing value and asking for nothing in return.  

Here's what happens: 
Every time you create a positive experience for someone you are planting a seed in their subconscious mind that associates your brand with a positive emotion.  Over time, these build up to a significant library of positive emotions all associated with your brand.  Many in marketing call these "moments of truth" but I am not a fan of that name.  It's not a moment of truth.  A moment of truth is when you deliver on your promise, whatever that may be.  A brand itself is not a promise, it's just a brand.  Your promise is certainly part of your brand, but it is not your brand alone.  Everything you do in businesses that anyone sees becomes a part of your brand.

Value

Tell potential customers why they should invest in this product. Describe its benefits, its advantages over similar products, and its unique features. Make sure potential customers feel confident about investing their money in this product. Will it last a lifetime? Is it healthier than other products? Maybe it is unique and handmade? Whatever the value is, don’t be shy about bragging!
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