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.)
3. Marketing 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
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?
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
You're not just buying a product. You're buying your perception of their
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