Luch Machiavelli's List: marketing

• understanding who you are, choosing to be different than everyone else, and committing to one simple way of doing, acting and creating – to the exclusion of all other ways of doing, acting, and creating
• accomplish them and you will set your business free from the tyranny of making up the idea of the week over and over again
• If this week’s tactic fails, no harm, no foul, find next week’s thing. (A bit of a dart board strategy approach.)
• When you commit to a marketing strategy, you’ve actually got to put your entire authentic self on the line
• if a marketing strategy is real and true for you, your customers, and your people, to some extent you cannot fail
• Here’s what you need to discover and capitalize on to create your one true marketing strategy.
• What business are we really in?
• what do they really get from a successful experience with you

  • montage videos --- get in touch with an emotion-- love/family etc-- that has been left unexpressed

  • What do they gain from their experience with me?
• • Who is our ideal customer?
• you’ve got to know enough about that perfect customer you are trying to attract, so much so that anyone in your organization could spot who is and who is not that customer
• Hint:

  • people with deep family ties or who put value on family ties.
• • What do we do that our customer really values?
• the essence of your thrust to differentiate your business from all others in your industry

  • Parick appreciates the ease of working with me and the thorough work..
• it’s also just as likely you have no idea what that unique value is
• but your customers do
• go ask them to tell you what your magic is and then let it shine in all your marketing messages
• how would this help us achieve our marketing strategy?

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