We only have one criteria when deciding what to recommend: Does it
work? The only test of how well we did is whether we achieved the
results we set out to achieve for our client. Although we find this shocking
(and you should, too), most people don't approach marketing this way.
In all of our experience, we
have found two fundamental truths which have applied to every business we
have ever been involved with.
First, everything you do
is marketing. "Marketing" is not an isolated area which
includes your print ads and brochures; it's in all the little details,
every contact with a client, every impression, every day.
The second thing we have found
to be true is that the vast majority of what people call marketing
is ineffective and poorly done.
Sadly, most marketing and
advertising is based on creativity and design, on cleverness and wit, on
entertainment and artistic meritónot on results.
marketing experts only studied marketing in an academic way, where they
learned the outrageously expensive and inefficient methods of the
mass-marketers, not the measurable, effective, and profitable approaches
which have been proven by real-world marketers over decades.
At the practical level, most people who sell
create advertising are graphic designers, not marketers, and they have no
idea what really works. It may look
pretty, but does it sell?
At Reality Marketing
Associates we've studied the methods of successful companies and
successful marketers. We've applied them in our clients' and our own
businesses for many years.
Now, we can apply them to