Читать книгу 99 Marketing Mistakes - Kenyon Blunt - Страница 3

Foreword – David Meerman Scott

Today, buyers are in charge! The idea of mystery in the sales process is over. We research someone online before agreeing to a first date—is he a creep? We fire up LinkedIn an hour before an initial business meeting—does she have anyone I know in her network? We watch an on-demand movie trailer before deciding which film to see that night at the theater. We check out restaurant reviews and browse menus before booking a reservation.

But there’s a huge disconnect between the way people research products and services they are interested in and the way that small business owners market their businesses.

I see marketing mistakes every single day. The biggest mistake is small business owners who only focus on their own interests. Many people steeped in the tradition of product promotion naturally feel drawn to prattle on and on about their products and services. Yuk! But I have news for you. Nobody cares about your products and services (except you). Yes, you read that right.

What people do care about are themselves and how you can solve their problems. People also like to be entertained and to share in something remarkable. In order to have people become interested in you and your ideas, you must resist the urge to hype your products and services.

There are many other marketing mistakes that small business owners make. Well, there are 99 of them! Kenyon Blunt shares them with you in these pages, as well as provides advice on how to do marketing right.

I like how this book is organized around mistakes instead of the usual “how-to” formulas. I found myself nodding my head at many of them.

I encourage you to study the table of contents and jump right away to the mistakes that speak to you and what you are doing in your business. You can then take more time to read all of the mistakes over the next weeks.

This isn’t an academic tome because Kenyon Blunt is one of us, an entrepreneur and business owner. He has started or run six small-to medium-sized businesses and has a passion for marketing and entrepreneurship. He has marketed businesses to success. That’s exactly why Kenyon is the perfect person to learn from.

Read this book and learn how to grow your business.

Here’s to your success and your personal fulfillment,

David Meerman Scott

Marketing strategist, entrepreneur, and Wall Street Journal Bestselling author of Fanocracy and The New Rules of Marketing & PR

www.DavidMeermanScott.com

@dmscott