What is marketing? Now, there’s a question. But for a lot of people, there are a lot of different answers. And as you can imagine, I have an opinion and I have a different definition to most, of marketing.
In fact, first of all, it’s really a case of what is selling?
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So in my personal opinion on the matter, and bear in mind that I started off as a door-to-door salesman so I’ve sold.
For me, selling is purely the transaction of handing over the money and being given goods or services in exchange. It’s the simple case of, “Yes, I’ll have one of those. Here’s my cash.” And/Or, “Would you like one of those? It’s x, here it is.” And that’s it.
Now, marketing for me is everything else. And I mean everything else. I mean everything up to that point and everything, more importantly, after that point.
Most forget once the transaction is done, once you take the money, most think that’s it, job done. Hope they come back. But that’s when the real marketing should begin.
You want to consider it for your whole company, your whole business. Every single aspect. So let me give you an example.
Accounts
In accounts, for instance, your bookkeeper, your accountant, whoever does the invoicing.
That invoice needs to look nice, it needs to be on brand, logo, layout, simple little things but, makes you look professional. Makes it a part of your marketing.
If your bookkeeper has to phone someone up or credit control phones someone up, you want them on brand, on message to answer and talk in your style. So that should be controlled.
Packaging
If you send packages out from a warehouse then what do you use? Second-hand boxes, recycled boxes? Do you just slap-dash tape or scotch tape on it?
Or do you do it in a particular manner? What do you put in the box? Is it consistent? Will it look professional when the person receives it at the other end? You may think, “Oh, they’re just going to get their goods,” but that needs to look impressive.
Answering the Phone
When people answer the phone, whether it’s an inquiry about sales or whether it’s an accounts inquiry or from a supplier, is your message consistent?
Is there a marketing message? Is there a style? Do you sound professional? Do you have a voice-mail or answer phone message? Does it sound professional? Is it on message? Does it actually get answered? Etc.
Consider, marketing is everything. When I say, “after the fact,” you’re going to contact people once they’ve bought stuff and you’re going to say, “Thank you.” Again, brand, impress, impress, impress.
Marketing is all around you so let all your staff know that they are marketing. Sorry to say the word over and over again but I’m trying to drum in the point. It’s important.
Look professional. It’s how people perceive you. It’s all to build up your reputation.
Think about it. Have a look at what you do. Have a look at your paperwork. Look at all aspects of your business. Think about it and get it through to your customers, they will be impressed.
In fact, they probably won’t even notice if it’s good enough. That’s the way it goes.
Tuesday Toolbox Tip
Today’s Tuesday tool books tip is for outsourcing, for a simple little site called Fiverr.com. Go in, have a look. You can outsource anything. Fiver means $5.
There are gigs, they call them gigs, there are ones that cost more than that but most of them are $5. $5 is like £3.60. Seriously, people will do two hours data-entry, they’ll edit images in Photoshop, they’ll edit videos.
I could get this podcast edited for $5. Get a logo for the podcast designed for $5. Get a voice-over, introduction done for $5.
Please go and have a look, it’s just fantastic.
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