Monday, August 27, 2007

make marketing effortless

Marketing is a constant challenge—but it does not have to be daunting. The most successful marketers make it look easy because they have found a way to effortlessly market the products their company sells.

But marketing is not a one-size-fits-all endeavour.
What works for one company does not necessarily work for another and you can't rely on imitation. Marketers have to find their own unique path where they will encounter the least amount of resistance from both the marketplace and from inside themselves.

Here are six steps to put you on the road to effortless marketing:

1. Be willing to let go of struggle.

You may believe you want marketing to be easier, but stop and think. Is there some part of you attached to making things difficult? It's easy to get wrapped up in the hype of a campaign and just as easy to get frustrated when ideas aren't readily flowing. Whenever you find yourself struggling, pause and ask yourself, "How could this be easy?"

2. Market to the audiences you like—and who like you.

Many marketers focus on attracting large global clients—that's where to find the big money. But those clients might not always be the best fit for your company's services. Determine your target—major organizations, smaller businesses or solo entrepreneurs—and strategize accordingly.

3. Start with the people who are ready for your message.

You can't sell your services if people don't understand what you offer and how it will help them. Make education part of your long-term mission, but in the interim, focus on the customers who already understand the value of what you do. If you are an alternative healing service, you need to be speaking at the Whole Life Expo, not at the Chamber of Commerce. If you offer a workshop on corporate ethics, start networking with members of Businesses for Social Responsibility instead of the Millionaires Circle.

4. Choose the marketing strategies that match your talents.

Not everyone can be a stellar cold caller. As a marketer, focus on the strategies that are natural to you—whether writing, networking to build referrals or managing the latest project to completion. If you are a marketing manager delegate work according to the talents of your staff.

5. Find people who can pay what you need to charge.

If you persist in marketing to people who cannot afford your fee, you might as well be speaking a foreign language to your audience. Conduct research not only to find the demographic that would want your services, but also one willing to pay for your product. Look for the intersection between your chosen market and people who have enough resources to buy from your company.

6. Pay attention to how people respond.

As a marketer, it is your job to inspire others to get excited about the products and services you represent. If people fall asleep when you detail your latest project, chances are you were not moved by your words either. If you really want your marketing to be effortless, get involved with a business that excites you. Take the initiative and ask your manager for the responsibility to head some of the campaigns that interest you.

From the Management Advisor Newsletter, By C.J. Hayden.

C.J. Hayden is the author of Get Clients Now!. Get a free copy of her "Five Secrets to Finding All the Clients You'll Ever Need" at

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Anonymous said...

Excellent story.

Anonymous said...

Interesting… I might try some of this on my blog, too. It’s quite interesting how you sometimes stop being innovative and just go for an accepted solution without actually trying to improve it… you make a couple of good points.

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