Do You Hate [Bad] Marketing? Me, too!
When people tell me that they "hate" marketing, they usually expect me to be shocked, defensive, or angry, so they are often surprised that I not only sympathize, but that I totally understand.
You see, I also hate the same things that they think are marketing: hucksterism, manipulation, and/or relentless, merciless self-promotion.
Since so many folks are confused about what marketing is (and whether or not they do it), let me offer a definition of marketing for small business:
Marketing is the exact art and subtle science of attracting, acquiring, and retaining great clients profitably. Nothing evil about that, right? And what you also need to know is that...
The purpose of marketing is revenue and profit. (Surprised?)
The process of marketing is relationships. (That's a relief!)
The practice of marketing focuses on market, message, and media. (This is where most business owners need some help...)
The path of marketing is: know, like, trust, try, buy, refer. (Right!)
Great marketing feels (from the customer standpoint) terrific: like excitement about cool new stuff, relief that a problem can be solved, rewarding when the customer service is helpful, friendly, and fast.
But bad marketing feels yucky. Marketing that is intrusive, abrasive, or aggressive, spewed at the world without regard to interest or permission of the recipient, gives all marketing a bad name. And like you, I hate that!
It might surprise some folks to know that uninvited pest marketers aren't the only bad marketers out there--many truly decent, well-meaning businesses fail their customers and prospects by not marketing enough, well enough, or appropriately. The solution to this problem is to get educated, and to learn how to market correctly--with integrity, intention, and innovation.
At the DIY Marketing Center, our mission is to educate business owners about what marketing is, and teach them how to do it right. Because if they don't know what marketing is, and how to do right, they are bound to get it wrong, which hurts their business.
Do You Hate Bad Marketing? Me, too! (c) 2013 Veronika Noize. All rights reserved.