Having a Marketing Mindset-Feed The Chickens

by moneycoach7 on July 21, 2009

The idea that marketing is different from advertising gives rise to very successful and very profitable ways of getting your product or service out to your customers. The question shouldn’t be “ Who are my customers?” But rather “Who do I want as my customers”. This requires a slightly different mindset. This excerpt that I have taken out of another newsleter I write for a Business group I belong to will introduce the thoughts and strategies behind that mindset and give you some simple strategies to assist you in taking your business out of the mainstream and help it to become a leader in your industry.Even though this peice was written with traditional Business in mind, the concepts can easily and readily transfer onto the web and into google campaigns.

Imagine your product or service is a handful of grain. Big fat juicy kernels of grain. Your customers are chickens.. You can adopt one of two strategies.

You can either throw all your grain on the ground and hope that each of the chickens can get some of your grain. Some will eat too much, others will not get any and a lot of it will be trampled into the ground. Whatever happens all your grain has gone. That’s advertising….you cast your grain out there and hope that the chickens come and eat it…OR you can take your grains and hand feed each chicken one at a time. Each chicken gets a grain of corn so it’s happy, you still have grain left over to go find some more chickens. That’s marketing….

The cost of finding new customers is 5 times more expensive than selling to existing customers so work your database so that your cost of sale has been reduced. This has a direct impact on your bottom line. So target exactly who it is you want to do business with and go after them.

In the situation where you are marketing online its exactly the same. You send out your kernels of grain to exactly where your targets are.

In Africa there is a saying that says, if you want to hunt a water buffalo you first go find some water.. That is exactly my point. If you are looking for a particular type of potential customer you need to be placing your ads in the right kind of places. And then test and measure to see how effective that marketing is..

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