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.
