Secrets of Power Marketing. Promote Brand You. The national bestseller. The first guide to personal marketing for the non-marketer. Marketing is about sending messages, creating perceptions and helping you sell more. How can you become a more powerful marketer? Read on.
 
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Peter Urs Bender   George Torok   Previous Page  |  Next Page

     To some, the idea that others are talking about them or their product may
     sound scary. But it really is an opportunity. Think about how many ways you
     can market without spending any more money! The better you treat all your
     stakeholders -- including yourself -- the better your "marketing" will be.
     (And others will be doing it for you.)
3Marketing creates a preception of the value of what you are and do.
     Everything you do creates a perception in others' minds about you and your
     product or service. If your appearance shows that you care, people will see
     that. If you look like a slob, they being to question your professionalism.
         Confidence in yourself andi what you sell gets communicated. It shows
     in your face, your voice, your mannerisms. And customers can feel it.
     Similarly, if you say one thing and do another, they'll start to question your
     integrity -- and by association, they'll doubt your product or service.
         Taken together, all your actions expresss how much you value yourself
     and how much you value others. And, in turn, they determine how others
     value you.
         Remember, people buy you, your company, and what you sell. In that
     order. So what are you communicating to them?
         Think about McDonald's. Why are they so successful? "Because they
     spend millions on advertising." Well, yes, that helps bring cusomters to their
     restaurants. But why do McDonald's staff spend so much time and effort
     cleaning their washrooms, keeping their restaurants clean and uncluttered,
     and sweeping their sidewalks outside? What the heck does that have to do
     with selling burgers?
         Everything.
         If their washrooms, dining area, or property aren't clean, what do we think
     of the restaurant? "They don't care. They're low quality." And by inference
     or association, we start thinking about the company and their
     products.
         You're not just buying a product. You're buying your perception of their
     product.

To summarize: Marketing is how you conduct yourself and your
business. It's the style or image, and the substance, of what you create. It



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