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Marketing is a battle
of perceptions, not products, therefore the mind takes precedence
over the marketplace. Only by studying how perceptions are formed
in the mind and focusing your marketing programs on those perceptions
can you truly conjure correct marketing instincts.
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It may surprise you that one of the most effective ways to get
into a prospect's mind is to first admit a negative and then
twist it into a positive. Every negative statement you make about
yourself is instantly accepted as truth and admitting a problem
is something few companies do. |
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A good short-term marketing plan is coming up with that angle
or word that differentiates your product or company. Then set
up a coherent long-term marketing direction that builds a program
to maximize that idea or angle. It’s not a long-term plan,
it’s a long-term direction. |
