Читать книгу The Entrepreneur's Guide To Modern Marketing - Justin Theng - Страница 2

Throughout this book, we will have a look at the ways in which you can make marketing work for your business. There’s no one-size-fits-all strategy here.

I’ve condensed the wide array of marketing strategies and tactics into an easy to follow system, to help bring out the best in your business. These strategies are based on what I know about best practices in the industry. You will be provided with worksheets and undergo various activities to formulate an effective marketing plan. So yes, this book will make you work, because information alone won’t make you richer. Implementation will.

Firstly let me say this: I believe in coaching. I believe successful people have successful coaches. Even Michael Jordan had a coach. The coach didn‘t have to play better than Jordan, but he knew how to pull out the best in him.

I’m here to bring out the best in your marketing, the best in your business. I’m going to unpack 20 years of international award-winning experience in marketing and advertising and equip you with it.

One time, I was shooting multiple ads for a $4.5 million campaign for Tourism Australia. Tourism Australia had partnered up with YouTube to showcase every iconic and beautiful spot around Australia. So there was this epic work trip planned, which aside from the early morning shoots, was essentially an all expenses paid holiday.

Great gig, right?

I needed to fly to the best parts of New South Wales, of Queensland, Tasmania, Western Australia. We were also going to the middle of Australia, the salt flats, swimming with dolphins by the coast again, then trekking up snow-peaked mountains. that meant I had to pack a pretty comprehensive suitcase.

What do I put in this suitcase?

If I wasn’t sure where I was going, what the weather would be like, who I was going to meet, or how I was going to encounter these people, how could I pack?

If you think about it, the question is really the same in marketing. When you start out on your marketing journey, you think to yourself, “Who’s going to build it? Who will look at it? How much should I spend?”

I would add to that train of thought; What tools are you going to use? Which CRM should you use? How are you going to run your ads? What’s the content of those ads? Where are you going to get the leads?

These are things that you can’t just delegate to an assistant or an agency. If you do, there’s a big chance that you may not be satisfied with the results. I could have asked my assistant to pack a suitcase for me on that work trip. They in turn might have packed it with clothes for warm weather, taking their best guess. I would end up freezing in the snow. After all, there is no bad weather, only bad clothing.

Simply put, you can’t just get somebody to do your marketing for you and then just report back to you when it’s done. Agencies, marketing gurus, and consultants have in-depth knowledge of marketing (hopefully) but they don’t know your business as well as you do.