Secrets of Power Marketing
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What is Marketing
Most of us have very different ideas about what "marketing" is. Some say
it's selling. Some say advertising. Promotion. Cold calling. Direct mail.
Coupons. Flyers. Taking clients out to lunch.
Some successful individiuals may say they "don't do marketing." That's
because they see marketing only as one of these specific activities. These
activities are marketing tools. But "marketing" is a much broader
concept. It may help you think "personal marketing" whenever you see
the word "marketing" in this book.
Marketing is simply the expression of who you are.
You can market positiviely or negatively, but you cannot not market --
just like you cannot not communicate.
If a client phones you and you do not answer the phone, you are still
marketing -- you're marketing the notion that you are not interested in
their business. If you have a business card that is wrinkled and peanut
butter on it, you are also communicating a message. (And unless you're in
the peanut butter business, it's not a very appealing one.) You market
yourself by the way you dress. If you're in ill-fitting or dirty clothes, you
signal that you don't care about yourself, which in turn creates a percep-
tion of your value in the world.
We all market, in a thousand different ways, every day of our lives. We
do it consciously and unconsciously. But we still do it.
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Marketing comprises of everything
that expresses who you are and what it is that you do;
as such, marketing creates a perception
of the value of what you are and do.
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1. Marketing comprises everything that expresses who you are.
The way you express yourself in life is how others come to know you. It
affects how they see you. What they think of you. Whether they believe or
trust you. And it's ultimately why people buy from you.
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