First Principle of Marketing

2500 years ago, Sun Tzu first set down the principles of war. Just as applying the knowledge of Sun Tzu’s principles of war can empower victory on a battlefield, applying the knowledge of the principles of marketing can empower victory in business.

The first of those principles is Results Rule. Period.

On the face of it, this kind of makes sense. If something gets results, it is effective. If it doesn’t get results, it isn’t effective. Unfortunately – this is one of those places where a BFO – Blinding Flash of the Obvious – tends to occur. Right now, when I say “results” there may be a number of things that come to mind. I believe that after we talk about it, however, from now on when you hear “marketing results” only one thing – the obvious thing – will come to mind.

When you look on Google for “how to measure marketing effectiveness” you get all sorts of suggestions: Unique visitors, Page views, Search Engine Traffic, Bounce Rate, Inbound links, Comments, Social chatter, referral links, likes, shares, tweets, reach, frequency, gross rating points, views, and 122 million others (according to my search)

But think about it for just a minute. Your business is your primary source of income. You can’t pay your car payment with page views or buy groceries with likes or cover your house payment with gross rating points. In the end, for owner/operated businesses like yours – if it doesn’t make a profit, it isn’t worth anything.

Likes, views, clicks, impressions, or any other measure is a far second to “how much profit did it make…” From now on, when you think of marketing remember this first commandment – and remember “Results” is spelled with two dollar signs…

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Expensive Amateurs

If you think hiring a professional is expensive, wait till you hire an amateur – Red Adair

An illustrative story is told that after the first gulf war, the US government asked Red Adair for a bid to help put out the well fires the Iraqi army started on their retreat. He gave them a quote that the buyer thought was too high. The government hired some relative amateurs instead. Millions of barrels of oil were spilled or turned into toxic smoke clouds while they were unable to put the fires out. They eventually went back to Red Adair and agreed to pay for a professional instead.

Which is a better deal – the tax preparer who charges you $300 so you only pay $1000 in tax (and get audited three years later), or the master CPA who charges you $2000 to get you a $3000 refund…

Get In There

Take time to deliberate, but when the time for action has arrived, stop talking and go in  – Napoleon Bonaparte

How do you strike the successful balance between looking before you leap and “analysis paralysis”? How do you know you’ve looked and analyzed enough? Short answer – you will never know – but use Colin Powell’s rule – “When you have enough information that you will probably make a good decision – decide” – not all the information, not certain about the quality of the decision, not a perfect decision. As Sir Richard Branson said recently – the business owners who take risks regularly are the ones most likely to “get lucky”…

Listen To Lady Bird Johnson

Become so wrapped up in something that you forget to be afraid – Lady Bird Johnson

Fear (like nervousness, or timidity, or any one of a dozen other mental barriers) is usually a result of focusing on ourselves. If we are instead focused on others – wrapped up in serving them – fear will shrink back from the barrier to success it is in too many lives into the warning of real dangers that it is supposed to be…

Till next time – Stay Focused…   …Live Your Dream

Don’t Let Them Talk You Out Of Your Dreams

Don’t blame your family, friends, peers, or others who try to talk you out of your dreams in order to “get a real job” or “make sure you have a (real job as a) fallback position”. They honestly think that sort of negativity is helping you. Starting your own business is not average – not normal – even in the United States. If you are realistic about what it requires, continually seek out the best advice and sources of help and education to improve yourself and your business, and never, ever, give up. It will not be a question of if you win – only a question of when…

Wild Words

Words ought to be a little wild for they are the assaults of thought on the unthinking  — John Maynard Keynes

Wild? – maybe…
Well-chosen? – definitely
You and all your prospects are bombarded with 4000+ marketing messages each day. Our non-conscious mind has become so adept at filtering that almost none of them get through. If you aren’t using the words your prospect is using to think about their needs – your “assault” will be broken on the ramparts of the non-conscious filters…

More Content From The Book

Book Cover for The Small Business Billionaire - 8 Ways To Keep Your Company Growing Without Burning The Midnight Oil
The Small Business Billionaire – 8 Ways To Keep Your Company Growing Without Burning The Midnight Oil

Another free report based on one of the chapters from the book manuscript…

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