I read this last fall and happened to find today some notes I took on it.
Link: Crown | Your Marketing Sucks..
Your Marketing Sucks.
Written by Mark Stevens
It’s written in a refreshing no-nonsense way, quite like the title suggests. I like it, since it supported many of the things I believed regarding marketing – I was non-traditional from the start.
Here are some of my notes on ‘Your marketing sucks’
– Making the sale is the only acceptable return on investment. << Obvious, but always overlooked. I kept reminding the R&D guys that sales was the end, not just the delivery of the product. I told them that they needed to ask themselves daily what they did to increase sales.
– Use many communications channels: PR, advertising, website, email lists, referrals.
-A thought I had: Become expert in something that is related to your product, which leads to talking gigs at events and using your product as an example. It’s about educating versus sellling. <<< Get your own blog!
– Sales people sell, non-sales people-types will never be turned into sales people – save money and pair up or get them to ‘educate’ rather than sell. <<< So true.
– Create demand. Command attention. Build brand. Drive consumer behaviour. Change purchase patterns. Gobble up market share. Increase revenues and profitability. <<< Oh, yeah. So simple.
– Dreamlike scenarios – the impossible, the implausible, the phantasmagoric. <<< I don’t remember what this was about.
– Link activites, repeatedly hit message. <<< And again, and again.
