Marketing Words of Wisdom

Marketing is not rocket science.

In fact, marketing is more art than science, though there are some scientific and measurable aspects to marketing. But what to measure?

Here are three quotations from our new book Marketing Words of Wisdom containing advice I regularly give to clients on what to measure and how to differentiation advertising from branding:

 

There is a misplaced focus on marketing metrics today.

The number one thing to measure is your customers’ propensity to repeat their business with you.

Secondly, measure how likely are they to bring to you new customers or to refer potential customers, colleagues, and friends to you.

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A competitive advantage is what you do different from and/or better than your competition.

It is the service, product, brand identification, guarantee, or anything else that motivates the customer to give you his or her money because price is no longer the main issue or the deciding point of differentiation.

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An advertising campaign should be timely. A branding campaign should be timeless.

 

Now I realize that this is not how many of the big agency firms approach these topics. But my focus is more on helping non-marketers, business owners, and entrepreneurs get a firmer grasp on how to build their businesses and retain good customers.

For more of my thoughts, Marketing Words of Wisdom is available at Amazon for just $5.88 in paperback and $2.99 in Kindle.

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