May 14, 2020
Here is a bold statement " the businesses that allow their marketing departments to become the kings and rulers at the moment will be the one's that win"!
This podacst explains what I mean.
If you are listening to this podcast, you should already be converted to this message. But I feel particularly during the current conditions in business it is even more essential for you to see and believe that marketing is the lifeblood of your business— and I mean of every business.
In fact, if you don’t’ your business likely won’t survive. The other night, I was shooting the breeze with a guy who owns his own building company. We got to talking, and he admitted he’d seen me messages and client generation ads on Facebook but hadn’t taken the plunge yet for his business. When I told him that one of the biggest home builders in WA uses my services and my 24-7 Client generation System, he replied with the classic chicken/egg marketing comment: “Well, yeah, he’s selling a thousand houses a year, so he can afford to do all that online marketing.”
The truth is, they are selling a thousand houses a year BECAUSE they are doing that “online marketing” stuff.
It’s not really a chicken and egg scenario at all. Yes, you have to spend money to get the machine going. And it’s nerve-wracking to spend money on marketing at first, but if you 1,000% believe that marketing and selling is the LIFEBLOOD of your business, you’ll see that you have no other choice.
This is step one in entrepreneurship.
Learn about marketing and the art of selling.
There is nothing else you need to do. This is a classic example of how someone starts a business. A guy works at an accounting practise and says, “My boss is a moron. I could run a business in accounting better than him!” So, he quits his job and opens up his practice.
But since he has not fallen in love with marketing, he thinks that his skill of being an awesome accountant is the thing that will keep him in business. From the get-go, he sees his business as the act of accounting rather than SELLING their services.
In 2008 during the GFC, a whole slew of companies decided to lower costs by cutting their sales and marketing budget. And dare I say it – it is happening again during COVID. In fact, Facebook alone is predicting a $41 billion dollar decrease in ad revenue this quarter.
I tell you this is mad. It’s like cutting off oxygen to your brain.
What you should be doing instead is triple down on marketing and advertising because if nothing else it is really cheap to do so now.
The businesses that allow their marketing departments to become the kings and rulers win.
Imagine your marketing department were a person— make her the CEO. Give him the freedom to come in and boss everyone and everything around because it is the source of your success.
When it all boils down - You are not in the business of the thing. You are in the business of selling that thing.