In prepraration for this event, I outlined 7 fundamental truths about marketing IT services that I'm going to cover during the day (among other things) and thought I would start sharing some 'teasers' with you here on this blog.
Fundamental Truth #1: Great marketing is NOT about you, your ego, what you think, what you like, or the image you want to portray - it is purely about what YOUR CUSTOMERS want, need, and will respond to.
I've worked for a few advertising agencies...and the only reason these companies survive is because business owners make decisions about marketing based purely on their own ego. Create an ad, brochure, or web site that makes them feel good about themselves (makes them look like a bigger company, etc.) and they'll continue dumping dollars on wasted "branding" and image ads that generate NO response.
If you want to make sure your marketing pays off, ONLY trust what works...nothing else.
Not YOUR opinion...nor the opinions of your staff, your spouse, your friends, or your peers. Trust ONLY what brings in new business and causes clients to write you checks. Quite often that is VERY different from the image advertising most companies use.
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