Your Marketing Strategy Starts, Ends, Lives and Dies With Your Customer

October 31, 2011

by Justine Parsons

It’s that time of year where my business is treated to a little spring cleaning.  With my analysis completed and my marketing strategy the next item on my to-do list, I picked up my trusty business bible “The E Myth Revisited”, by Michael Gerber.  Chapter 17 covers Your Marketing Strategy and the first page includes a quote worth sharing.

“Your Marketing Strategy starts, ends, lives and dies with your customer.

So in the development of your Marketing Strategy, it is absolutely imperative that you forget about your dreams, forget about your visions, forget about what you want – forget about everything but your customer!

When it comes to marketing, what you want is unimportant.

It’s what your customer wants that matters.

And what your customer wants is probably significantly different from what you think he wants.Marketing begins with your customer

Try to visualise your customer.

He’s standing before you.

He’s not frowning, nor is he smiling.  He is perfectly neutral.” 

This is the starting point of your marketing strategy.  Before you even start to address your website, social network marketing, print media and other channels – you need to decide who this man standing in front of you is, what he wants, what his problems are and what information you are going to give him in order to make him smile.

Your marketing strategy begins with analysing your existing customer demographic.  Your Virtual Assistant can assist you in creating your ideal customer profile.  Once established you can then use this profile to create a marketing strategy which will provide the right information, in the right places, at the right time to make sure than man standing in front of you is smiling.


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