Who am I and Why Should You Listen to Me?

by Dave Jackson

Just in case you’re not familiar with me, let me tell you a little about myself.

For more years than I care to count, I’ve been figuring out marketing strategies for an incredibly diverse set of businesses.  There are dozens of examples and I’ve had a lot more victories than I’ve had defeats.

From this vast experience, I’ve learned and developed both fundamental concepts and specific techniques that you can transfer from one business to another to market just about any product or service.  And what I’d love to do is have some of that experience rub off on you, through these posts.

So first of all, whenever you talk about effective marketing, you have to, in the same breath, bring up goal setting.  Almost everyone I know in marketing or small business foolishly shoot in the dark.  Shooting and hitting a target is hard enough with enough light.  Why make it more difficult?  Write it down – the first step in marketing is to clarify what your outcome is.  I’ve seen a ton of businesses fail because their marketing plans were just too shallow.  For example, if your goal is to attain a certain sales volume and income, you’re building your business on sand instead of stone.

I mean, think about it.  Hitting high sales numbers isn’t that hard if that’s all you want to do.  It gets challenging when you take that objective and try to marry it with other objectives, like a profit margin, a standard of quality for your products, and long-term customer service.

There’s a story of a fellow who built a 500 million dollar company from the ground up in thirty-six months.  He once told someone that “Making the million was the easiest thing I ever did.  Believing it could happen to me was the hard part that took thirty-seven years!”

OK, so we know that making a lot of money is more dependent on your belief than anything else, but something you don’t know about this fellow is that even though he built a half a billion dollar empire, he lost it all even quicker and now, some 16 years later, he’s working his way through legal problems.

And by now you’re probably getting the concept of the the lesson.  Too few interlocking objectives brought the empire down.

Construct an interlocking structure of goals, objectives, and values that will guide your marketing efforts.

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