Marketing Is Not Marketing

January 27, 2012 · 18 comments

I see it too often and it breaks my heart. Aspiring and passionate entrepreneurs and business owners who try to “get” marketing. Unfortunately, they have it all wrong. Well, most of them (99% in my opinion) out there think marketing is just marketing.

Marketing is not marketing.

Marketing is not branding.

Neither is advertising.

Marketing is about response.

I’ll say it again… Marketing is all about response.

Without expecting (and feeling confident you’ll get) a response from your marketing efforts… you’re wasting your time and effort.

Don’t get me wrong – there is a place for branding and in some cases advertising (if the goal of advertising like PPC ads is to get a response) – but it comes nowhere near the importance of direct response marketing. Direct response marketing is the only type of marketing that will actually yield sales and results in your business.

In other words… Direct response marketing is what drives the success (or failure) of your business.

Let me explain why this is so important.

Your marketing efforts MUST (I repeat, MUST) focus on getting a response – an action from the prospect – because it’s the pre-cursor to getting a sale or getting an optin or anything else that drives the results of your business upward.

That’s when everything else (sales, customer service, etc.) is easy because your marketing has done most of the hard work – finding, educating, and nurturing your people so they take the desired action you want them to take.

It’s about action… And every marketing effort you deliver (an email, video, sales letter, direct mail piece, social media update, etc.) should be 100% focused on having the prospect take action. And I don’t mean an action like they get this warm fuzzy feeling of “oh, that was pretty cool” and do nothing about it. I’m talking action here in the form of an optin to your list; they call you; they click the Add to Cart button and buy from you; they share your message or product with friends, etc.

Too many get it wrong. They focus on their product or their service and pay so little attention to the marketing effort needed to get that product or service to the people who need it most. Don’t get me wrong – you have to have a kick-ass product or service. It’s a given in my book because if that’s not the case and your stuff can’t 100% genuinely help someone and add a ton of value – you shouldn’t be out there in the first place.

Target a specific niche or market when your marketing message can get a response. To the point where you feel confident enough where you can almost feel like you’re guaranteed to get a response.

Think of it like this: Don’t fish in the entire ocean using generic bait. Fish for mackerel in the area of the ocean where mackerel hang out and use mackerel bait they want. You should think about your marketing in the same way. Identify and define the peeps in your niche, find where they are and where they hang out, and then develop the marketing that will get you the response from them that you want.

One last word of advice: Never delegate marketing. It’s like the rule of never delegate the checkbook in your business. You can delegate certain aspects of your marketing (like the technology, implementation, etc.) but never, ever delegate your marketing efforts. It’s the lifeline of your business.

Until next time… Learn It, Love It, Live It!

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{ 18 comments… read them below or add one }

Greg HalpenNo Gravatar January 27, 2012 at 10:29 am

Love Love LOVE! Makes perfect sense. I can see how people can get stuck on thinking marketing is about making money, when it’s just a piece of the equation.

Thank you! Oh…since you’re here, why not grab my BE THE CHANGE ezine and Scared Video Vault. (Like that, Derek?) :-)

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Derek FredricksonNo Gravatar January 28, 2012 at 7:10 am

Thanks, Greg for commenting! So glad you enjoyed the post and got something out of it…

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CarmenNo Gravatar January 27, 2012 at 11:36 am

yep… it was a good one Derek! Thanks for the reminder! :)

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Derek FredricksonNo Gravatar January 28, 2012 at 7:12 am

Sure thing, Carmen! Glad you got something from it…

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Suzanne MooreNo Gravatar January 27, 2012 at 11:44 am

I love the mackerel reference. Generic bait is so much less interesting, and when it catches a fish, they are far less likely to think it’s the cat’s meow (I just had to keep going with the animal references!). Connecting awesome products with the people who will get the most benefit from them is the key to success. Thanks for this wonderful reminder!

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Derek FredricksonNo Gravatar January 28, 2012 at 7:15 am

So true, Suzanne! And I love the animal reference! Glad you enjoyed the post…

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Winifred HarewoodNo Gravatar January 27, 2012 at 11:44 am

I have to get busy!

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Derek FredricksonNo Gravatar January 28, 2012 at 7:18 am

Yes, time to take some action and get marketing!

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justin kraneNo Gravatar January 27, 2012 at 11:52 am

this is so good i have to read it once a week.
you fishin for a new knee?

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Derek FredricksonNo Gravatar January 28, 2012 at 4:10 pm

Blog post so nice, they used the word marketing twice! Glad you liked it… Enjoy it each week!

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Lily StarlingNo Gravatar January 27, 2012 at 12:00 pm

Great point about not delegating marketing! How many companies have faced total disaster because they delegated their message to a flashy ad group that completely missed the point?

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Derek FredricksonNo Gravatar January 28, 2012 at 4:36 pm

So true, Lily! Can never delegate the most important part of your business – the marketing!

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Tanya SmithNo Gravatar January 27, 2012 at 1:00 pm

Great reminder Derek – I always remind peeps that if you have a business, you HAVE to understand that you’re in the business of marketing – it’s not an optional extra !
Hope the knee is mending well :-)

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Derek FredricksonNo Gravatar January 28, 2012 at 4:36 pm

So true, Tanya! Everyone is a marketer if they are running their own business!

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Steve O'SullivanNo Gravatar January 27, 2012 at 7:10 pm

Great advise as always Derek. It’s so easy to assume the client or prospect will take action, but the CALL to action is essential if you want to get a response, it’s not a given.

Also, can I fish for Tuna instead of mackerel? ;-)
Woohoo!

Steve O

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Derek FredricksonNo Gravatar January 28, 2012 at 4:37 pm

Steve – you got it! Tuna coming up!

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Debbie BolducNo Gravatar January 29, 2012 at 8:49 am

I have clients who are just awful at marketing. I tell them they studied to be the best (dentist, lawyer, entrepreneur, etc.) and that’s what they’re good at. Yes, they have to be involved and understand their company’s marketing, know their customer base, decide on a direction, oversee the marketing, have the final say, but its fine to delegate the marketing efforts (tasks). However…and it makes me cringe…I see far too many small businesses delegating their social media to the lowest man on the totem pole as if its such a mindlessly simple task that they can do it between answering the phone and making the coffee. This sort of delegating needs to GO!

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Donna ThomasNo Gravatar January 29, 2012 at 2:50 pm

Great, Derek – so true! And let’s also remember that marketing is creating relationships! Hope your knee is healing nicely. Aloha!

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