Friday, April 25, 2008

Your Marketing May Be Broke

Recently I was handed an audio program from Monopolize Your Marketplace that was refreshing to hear. The two CD program -- available for free from the organization -- was better than many programs that you have to pay substantial money to purchase. It reminded me of some conclusions I have acquired over time myself but have often gotten lost in the noise of marketing today.

The "branding" style of marketing used by mega corporations often fails to work for them -- in spite of their ability to spend millions on such. Instead, there is a simple methodology that has worked well for customers for centuries. In fact, maybe as long as commerce itself. Here is a quick breakdown of the four steps all marketing should take.

* Interrupt. You have to get the consumers attention or you will be ignored. Unfortunately, most advertising does only that and leaves the audience at that point when the advertiser should be doing the next step...

* Engage. It should begin a dialogue with the audience that makes them want to listen for more and learn more, very few advertisers provide such, let alone the next important step of...

* Educate. This is the advertisers opportunity to separate themselves from the competition and to begin to blow them away. Customers are not stupid, they want and deserve to be informed, this step is crucial and is best followed with...

* Offer. You have to give the customer a reason to contact you, even if they are not ready to "buy" today. This interested party today could be a great customer tomorrow.

All four of these elements need to be in their marketing program and the Houston Business Media Group (sponsors of the Houston Business Show) have always helped clients in that objective. I suggest reviewing your marketing against this criteria today.

The link above is to order the mp3 version of the CD program I recently listened to. Enjoy it as a gift from Monopolize Your Marketplace.

For a copy of the free audio program and free report, "Why Your Marketing Isn't Working," email Info@HoustonBusinessShow.com and put "marketing" in the subject line.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

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Anonymous Todd Ross said...

I think most marketing is "broke" and your article only hits the tip of the ideberg. I think most in the marketing feels have no idea on how to rach customers.

8:50 AM  

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