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When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet Raiders Foster Moreau Jersey , have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing.

Some say they've never done marketing and don't need to because of good word- of-mouth. Positive word-of-mouth is great, but not enough if you're serious about growing your business. Others do invest in marketing yet treat it as a necessary evil. The problem with that mindset is that it's driving with the brakes on. Those people sabotage their efforts by making poor decisions, taking half-measures and often resisting anything innovative.

When asked about the "one big key" to marketing success I reply that there's nothing more important than a "marketing mindset". A marketing mindset is an attitude, a way of thinking, that values and embraces the power of marketing. If you look at the companies and brands that are most successful -- Nike, Microsoft, Virgin Raiders Isaiah Johnson Jersey , Trump, Saturn, Kenneth Cole, etc -- you'll find someone at the top with a marketing mindset. People like Trump, Cole, and Virgin's Richard Branson may have it instinctively. For most, however Raiders Maxx Crosby Jersey , it's a learned attribute. So, if you don't have a marketing mindset yet, keep reading and start to get one.

Follis Fact #1 You need a Marketing Mindset.

Attracting vs. Chasing

A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I'm great in bed." That's cold calling. Another guy sees a beautiful woman in a bar and gives her a napkin that says Raiders Trayvon Mullen Jersey , "I'm Bill and I'm great in bed." That's direct marketing. A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He's my ex, his name is Tom, and he's really great in bed." That's PR. Last guy walks into a bar, a beautiful woman approaches him and says, "Hi Raiders Johnathan Abram Jersey , my name is Courtney and I hear you're really great in bed." That's effective marketing.

Attraction is the essence of marketing. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. That bares repeating. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. The challenge, of course, is that your prospect is elusive prey. So, imagine the first rabbit hunters. They'd exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots. Or, imagine the girl who desperately wants a date Raiders Josh Jacobs Jersey , but can't understand why she scares guys away when she chases them. Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing.

Follis Fact #2 It's always better to attract than chase.

Expense vs Investment

Those who don't understand marketing view it as an expense. Those with a marketing mindset know it's an investment. They know that, if done right, it can excite their prospects and produce a great return. "Done right" means well- researched, well-managed, and generally handled by someone who knows what they're doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small Raiders Clelin Ferrell Jersey , but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can't afford not to develop a marketing plan.

Determine your Objective and Budget

Like building a house it starts with a solid foundation. Start with a clear objective. The more specific you make it, the better you can develop an effective plan to achieve it. If your company has no marketing director to create a plan, get help. A marketing plan is critical and it involves the analysis of key market factors such as:

? the nature and traits of your product.

? the exact audience you're targeting.

? the competitive environment.

? the traits of your industrycategory.

? the maturity of your business.

? timing.

Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives. For some businesses, 5% of annual sales is plenty to invest. For others Karl Joseph Color Rush Jersey , 10% may not be enough. Once the marketing goal is determined it's easier to determine the budget needed to achieve it.

Have a Great Product

At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It's about having a product or service that's exceptional.

Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great Eddie Vanderdoes Color Rush Jersey , great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again.

Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie's gone. Here's another case. Remember New Coke? If not, you're not alone. It didn't last long. Despite the marketing muscle that Coke put behind it Gareon Conley Color Rush Jersey , the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn't finished. Had he waited a couple more months he would've gotten great reviews. Now he'll FRP : Advantages and Market

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