Читать книгу The Entrepreneur's Guide To Modern Marketing - Justin Theng - Страница 4

Keep in mind that the marketing tool(s) you use is/are a separate thing from the marketing technique. You wouldn’t hire a carpenter with a hammer, and no experience, right? Yet when it comes to technology, people tend to assume that once they acquire said technology, that money automagically comes in the door. At least, software vendors would like us to believe that. Even marketers can make this mistake. I’ve coached marketing agency owners and business owners alike and I‘ve seen how often people mistake the tool for the technique.

It’s not the same thing.

Somebody once said, “a fool with a tool is still just a fool”. You don’t want to be foolish with your marketing. You have to know exactly what you’re creating and not just buy a piece of software (tool) and hope that it works. You can’t just pay an agency and have them wave a magic wand and hope that it works.

At the end of the day, nobody knows your business like you do.

In this book, I’m going to take you through a system (technique) in the same way that my martial arts teacher once taught me. He removed all the beautiful moves out of Shaolin Kung Fu. He stripped out all the unnecessary, flowy parts so that what he had left over were the ‘kill moves’.

Through the years, I’ve worked with various international brands, big and small businesses, B2B, and distribution. I’ve also sold my own products through distribution, so I get it. One thing I’ve learned out of all these experiences is that marketing comes down to a few killer moves. And I’m going to introduce you to some of them in this book.