What is good marketing?


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What is good marketing?

‘Good’ marketing is the show home that looks great to viewers, but ends up as a millstone because it’s been built cheaply.

It’s the ‘BOGOF’ offers that make you think you’ve had a bargain right up until the minute they get thrown into the bin.

It’s the ‘free consultation’ that every professional offers … without a guarantee of results.

Or the ‘amazing cover story’ with prominent tits on the front cover of a glossy that steals your values and your standards.

Or a car showroom where ‘You pay no VAT’ but get poor value.

‘Good’ marketing is in effect polishing a turd.

Or it used to be until about 5 years ago: now it’s about helping customers make the best decision for them (whether they buy from you or not) and keeping them engaged and valued after the sale …

… so your reputation spreads through them … NOT through your brochure.

Your initial response rate, initial sales, or first episode ratings are a measure of old-fashioned marketing prowess. Now, we care an awful lot more about just plain good. Or perhaps if you really want to make an impact- great.

Republished with author's permission from original post.

Guy Arnold
Guy is the author of 'Great or Poor' (www.greatorpoor.com ) … a simple and effective system for delivery of consistent and continually improving customer experiences, 'Go the Extra Inch' the effective way to empower your people, and 'Sales through Service' (www.salesthroughservice.com ) how to sell more through repeat business, referrals, round sales and reputation (the 4 R's). Guy helps Organisations large and small to systematically make more sales for lower costs, through 4 simple principles.


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