As a big believer in direct marketing, I am simply furious at the
way most companies operate today.
I will say right away that it is not their fault. Many companies are organized not by marketers, but by specialists who decided to go freelance and create a company.
The problem with specialists is
That they are good as specialists, but they often lack the skills to develop a business.
Many companies spend a huge amount of money on goals that are not of great importance. For example, hairdressers for some reason began to invest money turkey telegram data in branding en masse, having 2-3 points. Over the past year, I met six people who wanted to make a “branded beauty salon”.
It’s funny, friends! True… and sad at the same time…
However, a lot of entrepreneurs waste money on unnecessary goals… and then they complain that marketing doesn’t work Of course it doesn’t work if you don’t know how to use it.
Believe me, a simple, competent distribution of your resources can radically change your entire business in just 1 day! And this is not a joke. The beauty of a small business is that it does not require months of bureaucracy to change something (although if you want, everything can be done quickly in a large business) .
Until you have a money printing china leads press and a time machine, the amount of money and time you have is strictly limited. So let’s use them rationally.
About a year ago in our
Marketing2.Ru Club we discussed such a moment as positioning. Many people learned about this term from Jack Trout’s materials. Generally speaking, I am not entirely loyal to Jack Trout’s book, in which he describes issues of positioning, since I consider his advice to be of little use to companies with very limited resources.
I like Dan Kennedy’s approach better, which is more focused on small businesses and says something like this: “In marketing, the word discrimination is a good word. You have to discriminate against customers. You influencer marketing puts you on the crest of the wave have to cut off the majority of customers and concentrate on a carefully selected minority . ”
On the one hand, it seems stupid
How is it possible… to cut off a good portion of clients who can bring in money???
Well, that’s it. We just take it and cut it off. But the most important thing here is that you need to cut off the CORRECT part.