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How Full Is Your Business Marketing Toolbox?
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Jim Moore
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Dec 22, 2002 21:04 PST
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How Full Is Your Business Marketing Toolbox?
By Jim Moore, Online Editor
TennTimes - the News -
22:56 12/22/02
Marketing is not so much one big wrecking hammer that leaves its mark in
one massive blow, but the patient, careful application of the
craftsman's precision tools which, used over time, shape, form, mold,
transform and can create a masterpiece.
So often, consultants, speakers, seminars and those who sell so many
kinds of marketing books, audios, videos, CDs, courses, etc. - are all
focused on their one little service or product.
But you have MANY marketing needs.
You need an auto-responder, website w/all its various marketing tools,
forum/message board, non-web publicity plan, use all your printed
material for marketing, too - bus. cards, envelopes, invoices,
brochures, disks & CDs, videos, audiotapes, telemarketing, vehicles,
license plates, events, email address, referrals, testimonials, word of
mouth, fax, telephone, mail.
It's easy to get started on one marketing plan and get distracted by all
the other enticing promises of this product or that software, this book
or that seminar.
In the end you get distracted, confused and discouraged - "because
nothing works." Fact is, you're trying to make too many things work at
once.
Pick one. Concentrate on it. Learn it! Do it well. Get it working so
fine it is almost self-powering and runs on its own.
For example, take a look at just your telephone tool, your fax tool,
your auto-responder tool, etc. Make a plan centered around each tool.
How will you turn your phone or fax or auto-responder into a powerful
marketing tool?
Even if you don't do it yourself, if you "farm it out" to an employee or
spouse or outside contractor - make sure above all else that it is
completed without distraction or straying from the original goal.
The goal is what's important, not the way we achieve it. Give that
person you delegate to the leeway to make their own decisions. Just make
sure they know what the objective is supposed to be - in measurable
terms.
Then add another tool, then another - going through the same careful,
thorough vetting, planning and executions processes with each one.
Then - make sure you coordinate the effects of every different tool with
the others so they are all working together. That's what makes the
difference between a frame carpenter and a cabinetmaker ... or a
housepainter and a Picasso.
Jim Moore is manager of Phoenix Technologies, a website design and
promotion service in Williamsport, TN, where he also serves as online
editor of TennTimes - the News (http://westviewnews.virtualave.net),
America's largest online newspaper. He has won numerous writing and web
design awards, is a member of the International Association of
Webmasters & Designers and for eight years produced, directed and hosted
"The Omega Report", a popular hour-long TV documentary cablecast into
1.5 million homes from Nashville to Boston.
He publishes a free monthly newsletter, "On the Go!", for busy people
like you. Subscribe here
(http://www.topica.com/lists/OntheGo/subscribe/?location=listinfo) or
send an email to Onthe-@topica.com. He may also be reached at
ten-@mindspring.com.
Copyright 2002 by The Phoenix Foundation. All rights reserved.
USE THIS ARTICLE FREE ON YOUR WEBSITE, E-ZINE, NEWSPAPER OR MAGAZINE.
Our only requirement is that the box above (about the author) and all of
its links must be reproduced as well - without changes.
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