Wow, pretty grandiose title. But this is one area where understatement just wont do. If more companies understood this one concept, their marketing would actually stand a chance of doing its job.
Before we get to this big idea, though, let me define what the job of marketing actually is. Ultimately, it should be designed to convince people to do business with you. Thats it. Every thing else related to marketing should all be done with that end result in mind, because thats where it should all lead. Product, pricing, placement, promotion, and people need to all point in this direction. Every campaign aimed at increasing mindshare, raising product recognition level, penetrating new markets, or any other specific short-term goal is designed to convince people to do business with the marketer. Or at least it should be.
So how do you do that? Im not going to talk specific tactics in this article, but rather about the common unifying concept, which if understood, will direct a marketing campaign to success. The idea is actually so simple that you might be disappointed. But its so powerful that it will determine the outcome of your marketing.
Here it...
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