As complicated as marketing may seem, it is really about identifying markets, attracting prospects, converting prospects into clients, starting the buying relationship quickly and developing an affinity with clients where they see you as their trusted advisor selling them all kinds of progressive services or products that enhance the quality of their life.
Marketing is about building your business on multiple streams or pillars. If you have only one product to sell once per client, you don't have a business, you have a promotion.
Marketing is also about figuring out what you are doing right now and questioning whether that is in fact the best way to attract people, to lower their resistance level and start relationships, to make the maximum ongoing income and sustainable profits. 
You are building a business that has net worth so whenever you get tired of it, it can be sold or you can use it to borrow money to buy other people's businesses. It is about figuring out how to make that business work harder and harder for you.
Becoming an effective marketeer will be one of the most important things you can do to promote your business success.
Before we get started I'd like to make some vital points:
The key is not to become a commodity or a "me too".
- Think about what your customers really need and do something about it. Don't only listen - do something about it now.
- Your client is your true friend.
Strategy versus Tactics
- Strategy is the science of planning and directing large scale operations.
- Tactics are the execution of the plans.
Do not confuse the two.
All marketing is educating
- First yourself
- Then your audience - getting them to realise there is a problem as they may not have realised or verbalised it yet.
- Now having them see that you have the only viable solution to that problem.
- Finally getting them to desire the solution, benefit, protection, experience now, not in the future.
Leverage is the ability to make a transaction, an opportunity, an asset yield a higher result.
- Work on the geometry of your business. Go after things from many different vantage points.
Ask yourself:
- What's the primary target?
- What's the primary tool I have at my disposal?
- What's the best way to achieve the result?
Most businesses lack:
- Focus
- Strategy
- Execution
A business has only two functions:
Marketing + Innovation = Results
Great breakthroughs will come from outside your business. Often approaches common in other industries could be totally unknown in yours. This could give you the edge!
Think back to when you first started in business.
- What got you started in the first place?
- Was it passion for doing something etc.?
- Have you still got it?
- When you first started, how did you attract your first clients?
- What did you do when you had to make things happen?
- Have you stopped doing them?
- What did your clients originally buy? Your passion? Are you still as passionate?
We are going to start with:
- What you are doing?
- How are you doing it?
- Who you are doing it to?
- What are the metrics?
- What are the results you are producing?
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