Digging in the Past for Marketing Wisdom for the Future

I have been going through some old papers and have discovered information I wrote that predates social media and maybe even predates email. Yet this information still holds true for marketing in 2012.

Here is what I wrote under the title "Marketing Is Everything You Do (Or Do Not Do) to Sell Your Product or Service":

It is as simple as having products or services available and as difficult as convincing people they really need them — now. The key to successful marketing is …

Perception.

Offering the best product or service is not enough until it is perceived as fulfilling the needs of the people for whom it is targeted.

Even with a "luxury" the appropriate people can be convinced that they "need" it — today. But to do this, it is necessary to …

1. Determine what is really being sold, whether it is the "best value" available, or a "unique" item, or an "upscale" version of a widely available product or service. To what "needs" does this appeal?

2. Identify and locate those people most likely to buy the product or service. These are the people who most strongly have these "needs."

3. Decide what perceptions will attract these targeted consumers to the product or service.

4. Then create those perceptions by an action program that will make the target group buy.

I could have easily written these words today, the only difference being the tools a marketer could use today instead of the tools a marketer had back in the Stone Age when I wrote this.

I concluded this document with saying that my company would:

Work with you to accomplish this. Together, we shall develop creative opportunities that will enable your target markets to understand what your product or service will do for them. We motivate these individuals to buy now. Marketing is not a luxury for your business. It is a necessity.

And if you'd like help with reviewing your marketing plans for 2012, take advantage of our special $97 offer for one hour of a marketing consultation phone call — http://budurl.com/2012marketing (I'll email you to set up a convenient time for our consult.)

The offer is good through December 31, and I already have several slots filled in the coming week. Act now if you are serious about planning your marketing for 2012.

Or contact us now to find out how we can help you in other areas:

[contact-form-7]

Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has an M.B.A. from The Wharton School and is the co-founder of the marketing consulting company www.MillerMosaicLLC.com, which helps clients effectively use social media and other online marketing strategies.

Visit Phyllis' Google Plus profile.

Check out Phyllis' books and other projects at www.PhyllisZimblerMiller.com