Some sage marketing advice from Michael Gerber…

(Excerpts from “The E-Myth Revisited”)

Your Marketing Strategy starts, ends, lives, and dies with your customer.

So in the development of your Marketing Strategy, it is absolutely imperative that you forget about your dreams, forget about your visions, forget about your interests, forget about what you want—forget about everything but your customer!

When it comes to marketing, what you want is unimportant.

It’s what your customer wants that matters.

And what your customer wants is probably significantly different from what you think he wants.

…In a television commercial, we’re told, the sale is made or lost in the first three or four seconds.

In a print ad, tests have shown, 75 percent of the buying decisions are made at the headline alone.

In a sales presentation, data have shown us, the sale is made or lost in the first three minutes…

“…This marketing thing isn’t nearly as complicated as I might have made it seem,” I continued. “But it’s important that you take it seriously. Because it most often is regarded by small business owners as merely ‘good common sense.’ And I have seen more often than not that the only definition of ‘good common sense’ is ‘my opinion.’ That most small business owners, suffering as they do from what I’ve come to call ‘willful disinformation,’ simply decide what they want to do without any information at all, without any interest in what’s true, and then simply do it. Stationery designed by the local quick-printer with a logo thrown in. Colors picked by their wives. Signs designed by the local sign guy whose experience is in painting signs, not in determining what colors and shapes are psychographically correct…”