10 Marketing Commandments

I. Marketing is defined as getting someone who has a need to know, like and trust you…in that order.  You can’t circumvent the process.

II. There is no "mystery" in marketing.  The more people you communicate with in an appealing way, the more business you’ll generate.

III. Unless you operate a monopoly, it generally takes 6 to 9 contacts with a prospect before they’re ready to buy.

IV. Marketing never "ends" until you sell or close the business.  effective marketing is like continuously building a house.  Planning is the foundation and marketing activities are the bricks. Marketing contacts are never wasted…they’re small investments in a foundation that will eventually lead to business.

V. The most important aspect of effective marketing by far is follow-through.  If you’re doing something, then half of the battle is won.

VI. You should be investing at least 5% of your ongoing revenues back into the business through marketing.  It takes money to make money.

VII. If the business you’re generating is only as good as your last advertising dollar, then you’re not branding (differentiating) yourself.  Effective branding is essential to taking your business to the next level.

VIII. Marketing today is an integral part of a small business. If you’re not devoting time and/or resources to it continually, then you’re at the mercy of the cycles and pitfalls of the marketplace.

IX. Due to its creative and reflective nature, marketing can and should be fun.

X. Marketing is not sales. Sales can have more immediate results. Marketing generally has a longer return on investment but because you’re communicating with the masses, has a much broader impact.