Jim's Marketing Blog

Marketing tips & ideas to help you grow your business, by Jim Connolly

The secret to great marketing

There’s a massive difference between bad marketing and great marketing.

  • Bad marketing is all about doing things to the marketplace.
  • Great marketing is all about doing things for the marketplace.

Bad marketing

Bad marketing is based around pushing.  They email you because they bought your email address from someone.  They write to you because they know where you live.  They interrupt your busy day with cold calls, because they have your phone number.  In short, they do things to the marketplace, which the marketplace doesn’t value or appreciate.  When these irritating interruptions stop, we are pleased.

Great marketing

Great marketing is based around contribution and engagement.

You write a blog post, which gives people interesting, valuable or entertaining information.  They enjoy it so much they spread the word for you and share your information with their friends.  You write a newsletter, which provides great value to a group of people who asked you to add their name to your subscriber list.  They forward it to their friends, who also ask you to add them to your list too.  If you were to stop writing those blog posts or newsletters, people would miss you.

Here’s a useful post on how to attract great clients not pester them!

The difference?

Bad marketing pesters people in the hope that if you pester enough of them you may make a sale.  It’s based on the mindset that says it’s OK to piss off 1,000 people, in order to get 1 positive response.  Great marketing is the total opposite.  Great marketing attracts people and engages them.

Great marketing allows you to form relationships with your prospective clients.  It also allows you to build great relationships with what I call advocates.  Advocates are essential.  Advocates are people, who may have no need for your services, but value what you do so much that they share your message and recommend you to their friends. For example, most people who read this blog will never spend a penny with me, but they will happily share my work with their friends; which can be of just as much value.  Of course, advocates often become clients and clients should always become advocates.

The bottom line:  I strongly recommend you figure out the most effective way to do things for your marketplace, not to your marketplace.

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Jim Connolly

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10 Comments

  1. Hi Jim,
    The differences you’re mentioning here are clear and obvious.
    But to “run” good marketing supposed to be really up to date, present and enough visible.
    Today I’ve realized that we have so much chance to understand what marketing can do for us.
    I think business owners should care more about the great value they can afford for their marketplace by listening more and learning more from people. Very often it’s all about very little things…

  2. Dermot Welsh

    June 30, 2011 at 19:34

    Jim

    To make that point, I have featured scores of your posts in our newsletter and many of our clients are now your readers.

    Keep it up because we would miss you if you stopped!

  3. Great article Jim, thanks for writing!

    The bad marketer may sign 1 deal out the 1000, but then you have 999 people that will never deal with you, that’s pretty bad negative stats.

    Good marketing and general good behaviour in the market place can be seen for example here, where as well as forwarding your own ideas in a non pushy and helpful way, you are happy to give a heads up to other good business around you – building up a network of reliable honest organisations and people you can trust based on a great peer network. Give me this over the pushy bad marketing any day!

  4. Hi Jim. I completely agree with your statements about emailing without permission. People must still do that based on our conversations on Twitter about PR people emailing you out of the blue. Huge fail.

    I’m curious about how you feel about direct mail. Would it be “bad marketing” for a company to send post cards or something else to consumers based on where they live, and “good marketing” to wait until a consumer gives them their address?

    • Hi Robert.

      It’s massively less expensive to mail people, who asked for the information. plus the response rates are far, far better too.

  5. Lisa_nhance

    July 2, 2011 at 08:06

    Involvement, Engagement and commitment is important in terms of good marketing.

  6. Good Marketing is always the one that is paid with attention by clients/costumers. Usually, people don’t like desperate marketers. The same with this blog. This post describes the difference between desperate marketing and relax marketing. You are helping a lot of people Jim. Thanks a lot.

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