Reality Marketing Revolution

Chapter 1 - IS THIS YOU
When we ask our prospects, “Tell us about your company,”invariably their reply is something like, “We have good service and a great staff and neat products and lots of great things going on.” Their struggle occurs when they try to share this information with the world. They try to execute marketing tactics like advertising but get frustrated when the results don’t materialize. Figure 1.1 shows how marketing messages are rebuffed by a gray amorphous cloud called “market noise.” What, exactly, is market noise? It could be one of several things: • Your competition is yelling louder. • You’re saying the right things to the wrong people. • You are saying the wrong thing to the right people. • Your clients are too busy to hear your message. • You are sending the messages in the wrong medium.
Our job as small business owners, entrepreneurs, and marketers is to build a bridge over the market noise, to get to the prospects. Figure 1.2 shows how some prospects Note: the dashes should match– the ones with the dollar signs -- are ready to buy now, while those with the question marks are interested in your service, but maybe not today. We’ll show you in Chapter 11 how to build a prospect database. Your job is also to make sure your company’s inside excellence translates into messages for the outside world. Note: Incomplete sentence So that prospects’ and clients’ perception of you is equal to the good things you are doing now.... » Click Here To Download The Entire First Chapter