If you are trying to sell any kind of product or service, then the name of the game is being able to get and keep new customers buying from you. And to be able to do that, you need to have the marketing skills to attract the right kinds of buyers to your business.
But…
Where do you get those marketing skills?
Who do you listen to for marketing advice?
Good questions. And in today’s article I’m going to shed some light on this by talking about something I call “marketing cheaters”.
Here’s the story:
Last week I got a sales letter in the mail from a guy selling a $10,000 annual coaching service. I almost laughed when I read the letter.
Why?
Because the guy makes claims bigger than Shaquille O’Neal. And yet he doesn’t have the marketing chops to back them up. He’s what I call a marketing “cheater”. He’s read a few books. He’s attended a few marketing seminars. He’s bought himself into a few marketing inner-circles. And that (in his mind) gives him the right to dub himself an “expert”, and ask for people to pay him $10,000 for his advice on marketing.
Problem is…
He can’t do marketing. And that’s obvious in his sales letter.
Let’s look at this from a different angle:
What if someone read a few books about medicine and then claimed to be a medical doctor?
Would you trust your health to someone like this?
Or…
What if someone read a few books and attended a few workshops on dentistry and then claimed to be a wizard with teeth?
Would you trust your cavity filling in the hands of this person?
I hope not.
So why is marketing any different?
Why do marketing consultants think they can blow smoke and someone will buy it?
Why do so many marketing “gurus” try to shortcut the long and painful road to success?
I can’t say for sure. It’s probably tied to money.
The good news is this:
The market always has a way of eventually figuring fact from fiction. People are not dumb, blind sheep that can be led to slaughter by some High School Harry who is claiming to be something he’s not.
So how can you make sure you are getting small business marketing advice from someone who truly does “know their stuff”?
It’s simple:
1. Ask to see their samples.
And…
2. Ask to talk with their clients they’ve achieved results for.
These two things will protect you from getting “taken” by a small business marketing cheater.
Wesley Murph is the author of “The Little Black Book of Small Business Marketing Secrets: 10 Proven Ways to Add New Customers, Repeat Sales and Referrals to Any Small Business!” which includes a campaign he wrote for a client that pulled a whopping 35.7% response to an ice-cold list. And even though Wesley rarely accepts new clients, you can get more tips like the one you just read by going to…
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