Here are the top ten things, as a marketing director, I usually keep under my hat (or hidden under that stack of outdated color copies in my desk drawer!) They are the (dirty) little secrets of the trade that make the difference between a successful company and a so-so company. 

1. Don’t be afraid to give stuff away.

If you are good, you will make 10 times the value of what you gave away.  People respond to quality and they will come back for more… the “street pharmacists” no the value of this… “first one’s free!”

2. The price we ask for a product or service is far less important than you might think.  It’s about the value offered, not the price tag.

If you choose to compete in the big leagues you have to leave the concepts of competitive price comparisons behind you.  People pay for quality and perceived value.  Do not be too hasty to reduce your prices to compete, instead focus on what extra value you are bringing to the table.  Case in point which do you think is better, the $50 an hour lawyer or the $400 an hour lawyer?

3. To build a relationship with a client is to generate business.

People do business with people they like.  It’s that simple.  Taking time to cultivate a relationship with a client, will buy you a blind eye when you need it and extra praise when you deserve it.  In the end it will buy you business.  Turns out your Mama was right, when she told you to “play nice.”

4. Make promises and keep them. So obvious, it’s become a secret.

Clients want to do business with people they can depend on. Make sure they can depend on you.  Seriously.

5. Invest your time in eliciting and responding to your customer’s feedback, even if it’s negative.

Having an open dialog with your clients, gives you the information you need to succeed, allows them to feel heard and valued and in the end produces more business through word of mouth.

6. Do Less. One of the most tempting aspects of marketing is the veritable smorgasbord of different options.

It’s the classic tale of the little boy who ate too much candy on Halloween and got sick.  Too much of good thing can be a bad thing. Including a puke bag with the Halloween candy doesn’t make it better. Pick your targets wisely and judiciously, and keep the process simple.  It is much easier to be fantastic at two things then ok at nine.

7. Keep your friends close and your enemies closer.

In a marketing context, it is essential to know all about your key competitors as the information you get, will allow you to take advantage of their weaknesses and defend against their strengths. This is where a personal marketing ninja can come in handy!

8. Decide whether you want to feed your ego or your family.

Leave your ego out of the room in any negotiation, and know the best deal is the deal that actually gets done.  Baby needs a new pair of shoes!

9. All sales start with a simple conversation.

You don’t know if you are talking to the parent at the PTA meeting or if they are actually your next biggest client, or referral. Know you are always conversing to create business.  You’ve got the best brownies at the bake sale, so SELL THEM already.

10. Never say no to a customer. If you don’t know how to do something, you can find out how or hire someone who can do it.

Clients do not want to hear no and if they hear it one to many times they will stop asking.  If they stop asking you stop getting their business.

Ten Tips To Win at Marketing

1. Don’t be afraid to give stuff away

2. The price we ask for a product or service is far less important than you might think.  Its about the value offered, not the price tag.

3. To build a relationship with a client is to generate business.

4. Make promises and keep them. So obvious, it’s become a secret.

5. Invest your time in eliciting and responding to your customer’s feedback, even if it’s negative.

6. Do Less. One of the most tempting aspects of marketing is the veritable smorgasbord of different options.

7. Keep your friends close and your enemies closer.

8. Decide whether you want to feed your ego or your family.

9. All sales start with a simple conversation.

10. Never say no to a customer. If you don’t know how to do something, you can find out how or hire someone who can do it.