business The next step may sound a bit contradictory to making
money: Develop an attitude of giving, not receiving.
Instead of asking for something (or selling) in your marketing,
consistently communicate customer-centered information
and good advice. Don’t “bug” people for their business;
instead, give them something they can use. It’s that kind
don’t be a QUITTER of stuff that builds trust in you as a person and your
company, products, and services.
I work every day to build rapport, empathy, and lasting
relationships with my key audiences. That’s one of the
pring is just around the corner here in Michigan, reasons I’ve come to love social media—blogging, social
and it couldn’t come at a better time. Well, I suppose networking, online forums, Twitter, and the like.
it could have come earlier for those of us who’ve Of course, this doesn’t mean I neglect phone contact
suffered through an unbelievable amount of snow, ice, and face-to-face conversation. All of these options
and gray this past winter. are useful tools for reaching a specific audience on a
The funny thing is, we keep plugging along, shoveling, consistent basis.
plowing, slipping, and falling. Before we know it, the Over the years, I’ve found that the effectiveness of
snow is gone, skies are blue, and the ground is green again marketing depends on these three variables:
after—what, 671 days? (Seems that long, anyhow.) • The relevance of the message to an individual’s wants
In the same manner, the businesses that survive and, and needs at that exact moment
yes, flourish are the ones that don’t quit even in the • The quality of the message (or offer) includes the
most challenging of times. One of my main themes in perceived value of the offer and the perceived quality
this column is that not only are we in the video production of the product or service, as well as the quality of the
business, we are also—perhaps more importantly—in user’s experience of the marketing message.
the business of marketing our video production business. • The number of times (or frequency) the individual is
And the real secret to successful marketing is to market exposed positively to the message
Here are some interesting statistics I pulled from Surely, if someone is looking for exactly what you offer,
National Sales and Executive Association: and you connect with