Most of small business advertising and marketing smell horrible. Huge sums are wasted, and opportunities lost. Conversely, large amounts of businesspeople are wallowing around, uncertain of even the difference between "good" marketing, and "bad" advertising and marketing.
Most everything you think you know about this is wrong. Everything you see big corporation doing isn't right for you. Your peers and competitors are like blind leading the blind.
If you get it, you'll punch yourself in the head for not noticing it all earlier.
Big companies Agenda for Advertising and marketing
1. Please/appease its board of directors (most of whom know zip about advertising and marketing but have many opinions)
2. Oblige/perk-up its stockholders
3. Have potential, look suitable to Wall street
4. Look good, suitable to the media
5. Build brand identity
6. Win awards for advertising
7. Sell something jazz up
Your Agenda
1. Sell something. Now
Most business owners and internet marketers have a love-hate with the internet. They know they need a web site; it usually cost a heap of money, and no one can measure their Return on Investment. To top it off, not many of us know how to keep it update and, make quick changes.
So, it ends either being an intensive description of your business card or a time-sucking disappointment where you spend much time with little financial return.
It's simple, if we just define what the internet is. The internet is just another marketing medium...that's it. It's just like the newspaper, radio, TV, or direct mail. There for you to capture leads. Now here is the real bonus, when you integrate the medium... with technology.
When you do that, not only can you capture leads, but you can follow up sequentially to those leads automatically, either through e-mail or regular mail until they die or buy!
The sad truth is this. Off-line skills will not help you online. Everybody knows that you are in business online or off-line to make money. So that's not even part of the equation; automatic.
The question becomes where are you going to produce value, what gaps do you see, and what value are going to provide. What is your offering, is it more valuable to them the money that they are holding in their hands, and then they are willing to make the exchange.
The value must be strong! Otherwise, you're just somebody else out there hammering away act the ground trying to make money off other people.
Drive that to the top of your business and the profits will take care of themselves.
About the Author
James Clark is President and CEO of ZMG Marketing Group. To get a high quality traffic information about your Internet Business, and as well download web traffic tips for your business please visit:
http://www.zwangproductions.com/touchpoint_001.html
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