21 Top Marketing Mistakes Small Business Owners Make

The analogy between marketing and a business is similar to the relationship of body and food. Marketing is the heart of the business. Every business is different so each business has to offer marketing and development, which fits each unique business’s need. There are many ways of developing and marketing for any business, but first let’s find the true concept and definition of marketing.

Marketing definition:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

1- Thinking advertising is marketing:

The biggest mistake most of the business owners make is to think advertising and spending money is the only marketing way exist. This group only focuses on advertising, which when the desire result is not achieved at the end of the month, they complain of how much money they wasted away. Advertisement is merely one of many ways of marketing.

2- You don’t enjoy what you do:

As stated above Marketing has many ways and approaches. The main marketing for your business is to love what you do. Nothing is better than your “Love what you do” attitude since it brings out your creativity, shows your talent and tells everyone how devoted you are to your business. Your daily positive attitude defines the successful future of your business. The love of your business construe in your daily interaction with new clients, employee’s moral and making important and effective marketing decisions. To be a good marketer for your business, first rule is your love for what you do.

3- Don’t have a good business plan:

What is business plan?

“A written document describing the nature of the business, the sales and marketing strategy, and the financial background, and containing a projected profit and loss statement”.

Having a business plan is like having a map. Many businesses start their business ignoring this very effective tool and get lost in the middle of the road. Every business plan states the exact details of the business’s concept and outlines clearly the marketing strategies, profit and loss, demographic, place of business, finances and targeted niche market. In order to make a solid business plan:

A) Know your business inside and out

Knowledge of your business is important to know the answer to all the categories of business plan. If you do not know the concept of your product or service, business plan and the pillar of your business does not exist.

B) Study, analyze and scrutinize

When you know the back and forth of every detail in your business, you can access all the required information needed to project your business in a business plan. In order to access all this information you need to study, analyze and scrutinize every file and information in libraries, city records and valid informative site on the Internet.

C) Print it and have it accessible

When you put all the info together and created your fully detailed business plan, print a copy and keep a file handy and accessible.

Your projected analysis for the business works as a map to your success. Don’t drive to an unknown destination, not having a map on hand.

4- Don’t have any plans:

Marketing and developing its strategy is vital for every business. Marketing works as fertilizer to boost the lawn of your business. Even more importantly, marketing acts like sun to shed light and direction to your business for finding leads for the potential clients. Marketing is like having your open sign on in the dark street. I think I emphasized enough and you understood how important marketing is for any business, small or large.

5- Not analyzing the market for correct pricing.

Every business offers products or services. Then producing and providing the products and services involves certain cost and fees. Setting the price according to the market is very important and cause for a major failure for small businesses if done without market awareness. The root and source to find a perfect price is your business plan. It is necessary for every small business owner to investigate:

A) The demographic income of the targeted niche and audience:

The business plan states the average income of the targeted audience and the niche market. Set prices based on the factual statistic and spending ability of potential clients.

B) Market needs and economy balance:

An involved business owner is always aware of the market needs and the economy balance. Based on your niche market, be on top of the factors of change in economy that can impact your client’s ability to spend. If you deal with bankers and investors, keep up with stock market news and its daily changes and adjust your prices regularly.

C) Competitive market prices:

A business person is always on a lookout for its competitors and is aware of their side of story. It is necessary to know your competitors and adjust your prices based on their offering and similar services.

D) Demand of the product or service:

Investigate the demand before putting the price tag on your product and service. You can find this information through the data in your business plan. Balance your prices based on the market demands;

If you projecting a good volume of sale, price it lower than competitors.
If the demand is lower and the project of volume is slow, price higher to accommodate the distance between each sale.

E) Uniqueness of the product or service:

A unique product and service in the market attracts more attention. Price it higher than other regular products.

F) Acceptable profit margin range in the area:

Profit margin’s acceptability is always decided based on the market and economy as well as the market demand for the product.

Consider a big city. If you have a product or service that is unique, but projecting a high volume of demand, based on the economy and your targeted niche, the profit margin should set higher than normal.
In a small community, If you are investing on a product with limited demand, go conservative on your profit margin.

6- Not having any budget

Many small business owners make a big mistake and do not place any budget for daily, monthly or yearly marketing plans. Whatever the profit and loss data projects on your business, it must include certain amount of budget for marketing plans that are realistic and traceable. Unfortunately small business owners mostly have no budget and deduct the cost of marketing plans from their profit data. This particular budget assignment is very effective in the future of business growth. Increase the marketing budget with business slowly reaching the peak of demands for your product and services.

7- Spending money on non-traceable ads

As the market changes, so as the marketing plan, pricing and target audience. Invest and assign marketing plans that are traceable. Traceable marketing means follow-up charts to analyze data.

The worst mistake of marketing is to spend money on a plan that cannot be traced and measured. This marketing mistake is wasting money or in other terms is shooting in the dark.

8- Do not trace the result

Many businesses have assigned a budget for the traceable marketing plan but sadly do not follow-up on the result and do not trace it. This is just the same as spending wasteful money on non-traceable.

9- Think in a closed box:

Each business is unique. Even if the business offers a same product as other business few streets down the road, the two are still unique and different in many ways. The biggest mistake small business owners make is to follow other businesses’ footsteps. Marketing and its strategies should not have any limitation. Think of marketing out side of the box and do not limit the marketing strategies to a cliché approach others do. Be creative and design a plan unique and suitable for the very business.

10- Don’t know what plans to set:

Everyone is familiar with the word marketing. The first conversation when opening a new enterprise is “Lets do marketing!” But do we all really realize the core meaning of it?

I compare marketing strategies and its unique approach to our fingerprints, which is distinctive. Many understand the word marketing but are not familiar with how to set the strategy and the game planning related to the business.

It is a big mistake not knowing how to set the strategies while being fully aware of marketing important role in the business. Since setting the marketing plan requires research, analysis and knowledge of he market, hire a professional researcher and marketer to create the necessary game plan.

11- Assuming the product or service will sell itself:

One of the biggest marketing mistakes is to assume your product or service is going to sell itself. This assumption is misleadingly translating marketing into advertisement. I have met many small business owners who declared that quote-to-quote “I don’t spend money on the marketing, to me I only rely on word of mouth”.

Word Of Mouth is the strongest way of marketing. So what this small business owner was under impression that he does not do any marketing because he thought marketing was spending money on advertisement. So he was counting on the most effective marketing, the word of mouth. Word of mouth consists of two factors:

A) Product or service:

People have to like the product or service to continue talk about it and refer their friends.

B) Customer service

Another major difference between businesses is the level of customer service. I didn’t say the level of good or bad. What I mean is each business owner or employee that has been fully trained to look after a client as a customer service has his or her own charm. This specific charisma and character make the business unique to others and is a major influence for word of mouth.

Let me give you an example of how powerful the word of mouth and spreading the word is to any business. While ago, I worked as a junior manager in an up-scale restaurant. The general manager identified his target niche as young professionals in downtown area. So he hand-picked few employees in the same age range as the targeted niche to use public transportation and talk about the restaurant among each other. His decision, although was not directly traceable, but yet had an amazing effect. How did I analyse the result and witness the proof?

The restaurant offered comment cards, asking “How you hear about us?” and many without any surprise responded via word of mouth in public transportation.

Even if the business owner is avoiding any advertisement cost, they still rely on spread of word about their service and product via the community and the word of mouth marketing.

12- Don’t know the target audience:

To plan and set a marketing strategy, any small business has to have a direct target niche as an audience. Analyze everything about the niche audience. The list certainly is not limited to the audience’s income, age, interest ratio to the product, sex, education, commitment ratio and their loyalty.

13- Don’t know the competition:

The best way to analyze the market is to get familiar with the competition and rivals. It might sound cliché but as the Godfather movie suggested, “Keep you enemy close”. Or if I may rephrase ” Keep your competition close and be aware of their moves”.

This is especially important for small business owners in small community to have a good relationship with other competition. To share my experience in the same restaurant I used to manage, the general manager always encouraged me to go to other local restaurants and dine. He even offered to pay the bill. All I had to do was to analyze everything from the greeting, staff knowledge, manager’s presence, client’s relation and the overall quality. My report helped him to understand his competition strengths and weaknesses.

14- Hiring wrong person to do marketing:

Many small business owners out of desperation and lack of networking, hire wrong people to do their marketing. As we said earlier, every business has unique offering and services so must focus on unique planning for its marketing strategies.

It is the small business owner’s responsibility to hire a professional firm who can relate to the business’s need and offerings.

A good reputable marketing firm whose focus is to promote books and authors in not a good fit for a small local bistro.

15- Underestimate the value of existing clients:

A good businessperson always knows the value of the existing clients;

The best way of follow-up with the existing clients is to create informative data about them. Many small business owners lack this very important source of information. To avoid this mistake, keep a record of every client’s information. If the information requires certain personal data, keep it in a safe and secure place.

A client whom already has experienced your product and service knows about the quality of it. Always do follow-up calls and do not be afraid to ask how they liked the product or service. Even if the client responses back with dissatisfaction is a perfect opportunity for the business owner to fix the problem.

Gain a new customer is costly. I am gong to explain this by an example:

“Nancy enters Joe’s café because of a coupon she found in a local magazine offering 10% discount. She solely relies on a menu attraction, prices, quality of the food and customer service. Joe the owner spent lots of money and time for marketing after analyzing the community needs, price affordability and the targeted niche market.

Joe has three ways to collect emails or phone calls for follow back:

A) placing a note pad in front of the cashier’s desk asking new clients to write email or contact info for special promos.

B) Placing a glass bowl by the cashier’s desk offering the weekly draw of free lunch from dropped business cards.

C) Offering comment cards and asking for contact info.

Joe has three ways to accumulate client’s information and follow-up with them. So everyday he goes through all the information and creates a secure data.

Nancy finds the place charming and the food great but not a good customer service. It is Joe’s responsibility to follow-up and gain back Nancy’s business once again to avoid spending all the money and time all over to attract another new client.”

Existing clients are the perfect way to promote every business. Send special offering, communicate with them and even ask them to share your business with their friends. Respect the boundary between proper communication and spamming.

16- Not offering giveaways and novelty items:

One of the most effective ways to attract clients is to giveaway your product or service for free.

A) Test run: Offer a monthly test run of your product and service and giveaway a free sampler. People love to get samplers. It gives them information about your business and its quality.

B) Propose monthly contest: Proffer a monthly contest and giveaway prizes based on participating in your business. People love contest and it excites them to know they can win something. If it didn’t work, Lottery and Casinos didn’t exist.

C) Give out novelties like mugs, pen, key chain, notepad, calculator, shirts and hats with the business information printed on it.

17-Wrong niche:

As a business owner recognizing correct niche market target is necessary for further marketing planning and budget assignment.

To explain this better lets picture a shoe store that carries high-end fashion shoes for women. The first thing that comes into the mind, high-end fashion niche is only younger generation and teenagers. A good business owner will explore the possibilities to analyze further more into the data from business plan to understand the local community needs.

If selling high-end, then its higher quality and higher prices. A teenager on a student living budget cannot be a direct and only target niche. So the correct niche is a professional and higher income spender who is more interested in quality without considering the price tag.

This example clears how a business owner distinguishes the certain target audience by analyzing the local market data from business plan. With enough knowledge in market research, the business owner avoids wasting the marketing budget on a wrong niche.

18-Not participating in community:

“Every big things has small beginning”

Regardless of the geographical target of any business, whether global or corner store in a small village, it all begins with local community.

Who are the first people you would share news with in your everyday life? Family and friends are the strongest link to marketing and spreading the word. It starts from friends and family and spreads to their friends and family and before you know it, is a snowball effect and cumulative.

The local community is the test run before spending a time and money on a dead-end marketing plan.

19- Do not own an informative and representative website:

Internet plays a great deal of connection in people’s life everyday. Many customers use the Internet to search and review local businesses. No matter what kind of business, it requires an informative and user-friendly website. A good business website is a gateway that welcomes customers to enter and experience the business offering.

Many small business owners making mistake and assume their line of business does not need a website. With daily development of technology, people get more connected via Internet and do their shopping online. Search engines get stronger everyday by developing codes and programs to bring up the exact and precise inquiry.

20- Do not appreciate the value of the Internet:

With a vastly growing competition on the Internet and the increase in demand for business development, simply having a website that offer information is not enough. Popular search engines are only producing websites in their search result, which have better ranking. Many small business owners simply making a big mistake by avoiding the presence on the Internet and ignore the growing highway to success. Every business must have an informative website and optimizes the business on search engines, social media and popular relevant forums. This subject of Internet marketing and its highly effective marketing plans is a lot of subject to cover in this article.

21- Expecting too much in short time:

Do not expect too much in a short time. There is always cause and effect but it requires proper time period to produce best effect. A seed needs time to open the surface and grow to a strong tree. But it requires water and good fertilization. Marketing is the water and fertilization to the business. It takes time for a good marketing plan to spread the roots and make a strong holding ground.

“Rome was not built in a day”

It took generations and much hard work of skilled engineers, planning and proper budgeting to build the mega city of Rome.

Can you hold a roof without building the pillars and the walls?

Marketing is the pillar of the business. Without marketing and planning, business lacks a foundation.

Many business owners place the marketing and development in their last page when the business opens its door to the public. Marketing starts when the business idea takes shape. It begins before the business is even called a business. Avoid making marketing mistake and start your marketing with knowledge and strategy.

Marketing is the heart of every business and keeps the health of the company in balance. But treat the heart right. Eating healthy, exercise and lack of stress are keeping the heart healthy to beat the life into our body. Practicing and implementing the right marketing strategies keep the business in shape. Don’t make mistake if you had a good run. Many small business owners get too excited for this temporary beat of recognition and look at it as everlasting. To keep a good balance in business, marketing and planning should match the flow of the business. Increase your strategies as your business grows and increases.

Marketing is the pillar of every business and is the only foundation to go further, faster. Imagine a boat with no engine crossing the Atlantic. The marketing to a business resembles the engine to a boat. The planning and strategy of the marketing to the business is the safety gear of the boat that keeps it balance and not to tip over.

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Becoming a Great Marketer: Invention vs. Upgrade

For background material to this article, we encourage you to first read “Viewpoint: The ‘invention illusion’ means new rarely is new” published last week on BBC News.

This week we’ll be presenting a model for identifying and reporting on inventions, innovations and the like. What makes something new, or can anything really be considered new at all?

Maybe any talk of inventions is mere fancy. Is it really truthful to say that anything today is really an invention? Maybe it is just a modification or update on a previous version? But as we will explain, it all has to do with a company’s willingness to benefit people in some new way. The innovation is in the new ways that this “old” invention can now benefit people.

Of foremost importance is to be truthful, especially in advertising. If this product doesn’t do what the marketers claim, then this is wrong. But if it does, then all the more so, the benefits should me made known to the world. But we need to keep things in the proper context, and not presume that these are new inventions exist without some history to them.

There is a question on what to do with those marketers who don’t want to admit the past? The best marketers are those that first make an admission (e.g. that this new product is just an updated version), but then proceed to details the reasons why it is still important to buy it. They are not pretending that this smartphone or tablet didn’t exist before in another form. The distinction is with regard to the anatomy of the upgrade, and how these new features can better peoples’ lives.

MARKETERS CAN BE TRUTHFUL

We need then a revolution of good, truthful marketers. While every marketer says they have something to say, the public increasingly only wants to listen to the truthful ones. People are tired of the false claims and promises. Instead, we’d all rather listen to truthful statements from people we trust. These marketers are also some of the most connected people you’ll ever meet. Not connected in terms of having large followings, but connected in that they are a people person among marketers. They really care about steering people in the right direction. The question then is not whether there is innovation, but rather which marketers should I listen to? Which ones are saying innovations that ring true? There is a famous marketer that once titled a book “all marketers are liars.” He later recanted, and amended it to read that “all marketers tell stories.” As we will explain, the first statement was probably a better start. But instead of how it was written, we would have worded it is “all marketers either tell the truth, or the opposite… “.

Marketers that don’t acknowledge the past are also extremely forceful in their claims. Aside from being untruthful, this forcefulness also tends to push people away. Another factor that pushes people away is pride. If a marketer thinks of themselves to be the best, even if their claims are truthful, their advice is still seen as something pushy. They should never think of themselves as being these great marketers. The moment they think themselves to be great is also the moment when they think of themselves as some innovation. They, like the products they market, should focus on the benefits. How they are benefiting others. Similar to smartphones, tablets, etc… they are not the first marketer to have ever existed on the planet.

MAVENS, SALESMEN AND CONNECTORS

There are three things needed to become a great marketer:

The first is that they are always keeping their eyes open to good stories (like a photographer who goes around with their camera). This is what people call an intuitive marketer. Not simply that they have smarts, but they intuitively sense what’s going on in the world. This is what Malcolm Gladwell refers to in The Tipping Point as the Mavens:

“Mavens are “information specialists”, or “people we rely upon to connect us with new information.” They accumulate knowledge and know how to share it with others.”(Wikipedia)

The second is that a marketer should be a happy, friendly person. Someone that people are naturally attracted to. This is what Gladwell calls the Salesmen:

“Salesmen are ‘persuaders’, charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, which makes others want to agree with them.” (ibid)

The third is that the marketer acts quickly and in a proper way. He sees a news story, and he writes or speaks about it. His take on the story should be quick because he has a readership waiting to hear and benefit from what he has to say. But his take should not be too hurried as to be inaccurate. Both speed and accuracy are needed. Gladwell calls this third quality Connectors:

“Connectors, are the people in a community who know large numbers of people and who are in the habit of making introductions. A connector is essentially the social equivalent of a computer network hub. They are people who ‘link us up with the world… people with a special gift for bringing the world together.’”

What then is a great marketer? The first is be truthful. To tell the truth, and tell it with alacrity. But in order to stay great, a marketer also can’t be swayed by public opinion. If he listens to the crowd, this will affect his very ability to judge stories intuitively. Even the best marketer can be swayed by voices in the crowd.

Keeping one’s eyes open to discover stories also means seeing the right things. But being swayed can also occur when a person receives praise. Even if the entire world tells you that you are a great marketer, you should view yourself as the worst. Great marketers need to be able to withstand this test. Not to accept praise for then his intuition will be lost.

A SENSE FOR GOOD STORIES

Once he looks at the particulars of the upgrade, new version, etc… the great marketer then knows how to make sense of it. While his eyes are open to this story, so are thousands of others. What makes his take on the story any different or better than everyone else? What stands him apart from the rest of his fellow marketers, journalists and pundits?

Aside from developing his own perspective over time, the great marketer has learned how to ignore a great deal as well. He has learned not to be swayed by the voiced in the crowd. By separating himself from the myriad of opinion, he also feels certain that he has the best take on the situation. From his unique vantage point, he moves forward to respond to the story.

If the story is not a good story, then he doesn’t write or speak about it at all. The reason is simply because the story was faulty in some way. A great marketer has trained himself to only respond to those stories that have real merit to them. Maybe other marketers should speak about it, or maybe no other marketer should. Either someone else should write about it, or no one else should. In either case, the great marketer passes on those stories that don’t have long-lasting merit. This is also the reason why we didn’t find “all marketers tell stories” is a compelling remake. The fact that marketers “tell stories” is not the innovation here. What makes a great marketer so unique is that they can sense which are the good stories to tell.

A good marketer has a sense about what really is an innovation or new invention worth talking about. While it’s hard to push away stories that we see, this is the test of a great marketer. Whether or not he will act on his intuition, or be swayed by some external factor. His primary motivation should be whether this story will have a lasting, beneficial impact on people; or whether this is just something fleeting. This is what Gladwell calls the Stickiness Factor: “The specific content of a message that renders its impact memorable.” (ibid.)

GREAT MARKETER, GREAT RESPONSIBILITY

The main point of this discussion is that a great marketer should go about with open eyes, looking for stories to write about. While looking for stories, he should also be sensitive to those stories that try to “cheat” you into thinking that they are something new. The real test is to spot stories that really add something of new benefit; even if the actual product is just an update of the previous version.

Let’s end with a story (yes a good story) about what it means to speak honestly in a public realm We’ll call these two people Tom and Sam.

Tom stole a very great sum of money from Sam, so Sam sued Tom. As a defense, Tom claimed that he had returned the money already. They came to the courthouse, and Tom was required to make an oath that he already returned the money. Before he took the oath, he handed his staff to Sam the plaintiff. Now inside the cane, Tom had put all the money that he owed Sam. After he swore that he had returned all the money, he took the cane back. But luckily enough, Sam was so angry that Tom had lied that he took the cane and threw it down to the ground. The force of the impact caused the cane to break, and all the money spilled out. Thus it was revealed that Tom had lied all along, and made the oath while Sam was holding the money. From this we learn that it’s not enough to just make an oath. It also needs to be made free of any trickery as well.

Being a great marketer means being truthful, but it also entails being free of any trickery. Perhaps the best way to prevent trickery is by realizing that being a great marketers, entails great responsibility. They have to feel like they can respond to the story in a way that no one else can. Because of their gifts for intuition, they are obligated to share their thoughts on the matter. They have to feel like their eyes are the ones most open to it. The first step is not to be swayed by false and pretentious stories. But once worthwhile stories are recognized, he should immediately write about them. The story takes his name, he is the one who “broke” the story.

The lesson from our story of Tom and Sam is that Sam revealed the true nature of the cane. At first, we may have thought that this cane belonged to Tom. But by “breaking the story” (literally), Sam revealed that really the substantial worth of this cane belonged to his all along.

All too often we see news of new products, new developments in the world, and we think that this “cane” belongs to someone else. In reality, though, it may be that this person is just holding onto the outside. Maybe the cache inside is left hidden for the great marketers among us to reveal. Maybe the greatest discovery behind this object is just waiting for this marketer to come.

The main thing is that great marketers be sensitive to deceit and falsehood, while keeping their eyes wide open. To separate from falsehood, but also learn to take on the responsibility to write and speak about those stories worth mentioning.

FURTHER ELUCIDATION ACCORDING TO JEWISH SOURCES:

“INVENTION VS. UPGRADE” SECTION:

“Keep far away from anything false.” [Exodus 23:7]

While the context of this statement was said with regard to the judges of Israel, perhaps no quality is as central to task of a great marketer as truthfulness. The greater marketers distance themselves from speaking words that are untrue, the more people will want to listen to what they have to say.

This sentence in the Torah continues “Do not kill an innocent righteous man, for I will not acquit a wicked person.” Then the following sentence, “Do no accept bribery, for bribery blinds the clear-sighted and perverts the words of justice.” [Exodus 23:8] In addition to the attribute of truthfulness, these two other statements also relate to marketers.

When we begin looking for metaphors to explain Torah concepts, we look for those terms and phrases that seem a close approximation to the original. While nothing will match up 100%, by translating Torah messages into common-day vernacular, we are showing a creative way to relate to the text. While technically speaking, the Torah is only speaking about judges, by broadening our discussion to include the field of marketing, it gives us an added perspective on what the judges of Israel really stood for.

The Gemara brings thirteen explanations for the statement “Keep far away from anything false,” corresponding to the Thirteen Attributes of Mercy. This command is a general one that includes all the particular precepts explained in the Torah. This is why we explained that when anything “new” arises (like with a new case presented to a judge), the first thing a marketer should look for is how it benefits the public. “Mercy” also means to be compassionate.

“MARKETERS CAN BE TRUTHFUL” SECTION:

As we mentioned, judgements need to be adjudicated from a point of truth. Everything a judge does must come from truth. In addition to our statement to separate from anything false, we have another connected verse, “Justice, justice you shall pursue.” [Deuteronomy 16:20]

Let’s first start by explaining the full nature of our verse, “Keep far away from anything false. Do not kill an innocent righteous man, for I will not acquit a wicked person.” How does Rashi explain this?

“From where do we derive [that in a case] where one has left the court after having been convicted and a person says: ‘I have evidence to suggest his innocence!’ that we bring him (the defendant) back? Because the Torah states (addressing the court) “Do not kill an innocent man.”

And although he may not be a righteous man for he has not yet been acquitted in court, nevertheless he is innocent from a death verdict for you must try to vindicate him. And from where do we derive [that in a case] where one has left the court after having been found innocent, a person says: ‘I have evidence to suggest his guilt,’ that we do not bring him back to court? Because the Torah states: Do not kill a righteous person!”

What is the reason that great marketers should also be optimistic in their explorations? We based our reasoning on this discussion. The “new evidence” on the scene is like a new product announcement, or a story breaking the news. The first thing a great marketer should look at is whether this information further supports the credibility of the previous version or not.

The opposite extreme is actually as this verse states, maybe this new product is a “smartphone killer” or a “printed book killer,” etc… But if people found smartphones or printed books to be worthwhile (i.e. innocent or clean) in the past, there is no mitzvah to find them guilty now. Instead, marketers should only accept new evidence if it further develops the prior version.

What does it mean to be “righteous” in this context? It means that if people find these things worthwhile and beneficial, why should I try to come and “kill” it for them? If anything, the marketer should help to further develop the concept along. As we explained in our Apple Turnaround Series, eventually people should be able to experience “apps” without the iPad; but that still doesn’t give us the right to “kill” iPads for the millions who currently use them.

What’s most important for a tzaddik (righteous) person is that he always considers himself as if he’s a rasha (wicked). Why is this? Because once he starts thinking himself to be righteous, then he loses all that he has gained through his service. We related this to the marketers who turn themselves into products (i.e. a product of their own self-worship).

A person shouldn’t say in his heart that “Hashem has given me good because I am a tzaddik.” This is like the great marketer who thinks that he has been given this privilege for some reason. As we explained, a person’s talents need to be put into the proper context. While marketers realize that there were many marketers before them, a tzaddik should see that his merits come as a result of the merit of previous generations, or some other reason.

We can also now explain our choice of the subtitle “Invention vs. Upgrade.” When a judge first decides whether to weigh in on a case presented to him, his first question is whether this is something new. Meaning, is this really a new case at all? Maybe it’s just new evidence brought after the fact?

If the judge (or marketer) sees this story as an “upgrade,” then as we said, the consideration becomes whether this new information further establishes the innocence of the previous version. The judge is not allowed to find someone guilty after they have been freed. So too, when millions have weighed in on the iPad and now hold one in their hands, a marketer shouldn’t come and simply discredit the whole notion of iPads or tablet computing.

As we will explain later, the real question is whether the judge should weigh in on the case at all. Even though the case is something new, does it have merit enough to adjudicate on it? This is like a marketer who simply passes by new stories because they lack some merit to them. For marketers, the greatest merit a story can have is that it provides some lasting benefit to people. While for a judge, in addition to separating from falsehood, they are also instructed by the verse, “Justice, justice you shall pursue.” Meaning, that if a case comes their way that could further justice, then perhaps the judge is obligated to take the case on. Especially if they are the most appropriate or fitting one to rule over the case.

“MAVENS, SALESMEN, CONNECTORS” SECTION:

What’s different about our take on “Mavens,” “Salesmen” and “Connectors”? According to the Ba’al Shem Tov, founder of the Chassidic movement, these three modes of conduct prevent a person from becoming full of themselves. As mentioned in the article, it is the feeling of lowness that keeps a great marketer great.

The first level is the ability to always walk around with open eyes. While the photographer takes along a camera wherever they go, the marketers is always looking for a good story. But essential to the success at this stage is being sensitive to the needs of others. What story can the marketers write about better perhaps than anyone else? This is like the judge who agrees to take on a case because he desires to fulfill the command “justice, justice you shall pursue.” Just like a judge realizes that he is most capable to rule on a case, so too our marketer feels the same about some breaking story.

The second level is the Salesmen. The Ba’al Shem Tov explains this is a person that is always happy. Why is he happy? Because he see that what transpires during his activities is the result of Divine Providence (Hashgocha Pratis) from heaven. Because he is outside much of the day, he experiences “chance encounters” (i.e. revealed Divine Providence) more than others. It is in lieu of this that he is happy. The fact that people like to be around him is the result or effect. But the reason for the happiness is because he is always “listening” for a good story to unfold.

What is a Connector? The Ba’al Shem Tov uses the term “Deliberate Agility”. The marketer has to always be on the move doing things. He is focused, but he also doesn’t tarry when presented with some task to complete. This also relates to a judge. When a case is presented to him, and he agrees to rule on it, his ruling should be swift in coming. While the ruling needs to be precise and exacting, he also shouldn’t delay it unnecessarily. So too the quality that makes a marketer a “Connector” is their ability to respond swiftly and accurately to things they see. But in both instances, these quick rulings need to be carried out with great appropriateness and respect.

“A SENSE FOR GOOD STORIES” SECTION:

Now that we have spoken about keeping far away from anything false, we now can move to the next sentence in the Torah: “Do not accept bribery, for bribery blinds the clear-sighted, and perverts the words of justice.” [Exodus 23:8) and Rashi there "Do not accept bribery. Even if you intend to judge truthfully. And it is certainly [prohibited when you take a bribe] to pervert justice. For regarding the perversion of justice it has already been stated: “Do not distort justice!” Blinds the clear-sighted. Even if he is wise in the Torah and takes a bribe, his mind will ultimately become muddled and he will forget his learning and the light of his eyes will dim… ”

Why is it so important not to listen to the “voices in the crowd”? Because this affects one’s ability to stay clear-sighted and respond to stories appropriately. Like the judge who mustn’t accept bribes, it’s imperative for great marketers not to be swayed by public opinion, prestige, etc…

To be a “Maven” or “open-eyed” means first and foremost not to accept bribery. This can come in the form of actual money, or in many instances, from the praises and public admiration heaped upon great marketers or judges. In order to stay clear-sighted, however, it is imperative that these voices not affect one’s ability to market or judge appropriately. The Tanya of Rabbi Schneur Zalman of Liadi begins with this quote from the Talmud: “Even if the whole world says to you that you are a tzaddik (righteous), consider yourself similar to a rasha (wicked) person.” Meaning, a person should never feel themselves above the effects of bribery or other sins. In order to stay clear-sighted, to judge or market truthfully and intuitively, a person should distance themselves from any form of false flattery.

What about when a marketer does weigh in on the story? This is like a judge who senses something wrong with the case. Perhaps the witnesses are lying; or the one bringing the case is instructing the witnesses to say certain things; or the judge senses something else wrong, but the reason is hidden from him. In all these instances, the judge removes himself from ruling because of the injunction to keep far away from falseness. We explained this as a marketer who has a sense for which stories have true and lasting benefit. Every day there are hundreds of press releases and new stories coming out. The astute marketer will know which ones have real merit to them. Which are truly unique and worthwhile to weigh in on, and which seem like something worthwhile, but really are lacking in some way. As we mentioned in the article, this is what Gladwell calls the “Stickiness Factor.”

“GREAT MARKETER, GREAT RESPONSIBILITY” SECTION:

The first mitzvah, the first of the three categories we mentioned from the Ba’al Shem Tov, is to always keep your eyes open. An essential part of attaining this quality is though being sensitive to trickery, as with the judge who sense something awry in a potential case, or the marketer who senses something lacking in a breaking story. While the entire Tanya teaches us to distance ourselves from trickery, there is one thing that is good and praiseworthy to trick: our evil inclination. Every person has a good inclination and an evil inclination. Just as a person is open to seeing truth, so too should each person be open to know how to trick their evil inclination.

While it is praiseworthy to try and outmaneuver our evil inclination, usually it is the evil inclination telling us that we are a tzaddik. This is why we titled this section “Great Marketer, Great Responsibility.” Like the judge who sees the responsibility to either accept (“justice, justice you shall pursue”) or step away from (“keep far away from anything false”) a case, the marketer needs to keep this in mind as well. By seeing themselves as a public figure vested with responsibility, this will help them to counteract the claims of their evil inclination that they are a great marketer, etc…

The story that we mentioned at the end is called the “Staff of Rabba.” The Ben Ish Chai asks why should the story be called in the name of the judge who ruled on it, and not on the trickster in the story (“Tom”)? Although there is much to say about this story, the basic answer is that Rabba should have known that something was amiss. When “Tom” handed his cane to “Sam” instead of simply putting it on the ground, Rabba should have realized that there was something valuable inside this otherwise ordinary looking cane. This is why we explained that the marketer (or journalist) who first breaks the story also becomes synonymous with it. The story is known as the “Cane of Rabba” because Rabba was expected to notice the particulars of the story. So too, a marketer who first breaks a story, was perhaps most sensitive to the inner details than millions of others. This was a creative, positive spin on this episode in line with the teaching that a person shouldn’t rule on a matter of Jewish law unless he has first faltered on it in some way.

What have we seen thus far? That a person should go about with open eyes, but also be sensitive to forms of trickery. This includes most of all not being tricked oneself by one’s own evil inclination.

Excerpted and adapted from the weekly shiur given 28 Shevat 5773 from Harav Yitzchak Ginsburgh.

We read the news. See something interesting. Then move on to the next story. Wait a minute. There’s something missing with this. We help you get back to Point A. What drew millions to these stories to begin with, and how can companies continuously draw people back? In other words: How do you stay exciting?

There’s a reason why people like one thing over another. It comes down to concept. While the product may change many times, if people connect with the concept, then no matter what version or upgrade or service level you release-people will come back.

What does it mean to connect (Facebook), follow (Twitter) or link (LinkedIn) with someone? Why do so many people like smart phones and tablets? Bottled water companies don’t own the trademark on “pure” and smart phone makers don’t own the trademark on “communication.” But by staying true to the idea, they can show that they are vested in the pursuit of knowledge. The continual development and progression of ideas.

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Internet Marketing Strategy

Bayshore is the Internet Marketing solution, providing a complete Internet marketing strategy, promotion of a nationwide advertising. We can help you create a website, get the results or upgrade your existing site’s functionality. Bayshore Solutions can help you effectively combine network marketing, promotional and advertising strategies, customer conversion visitors web design.

Internet marketing is the same as traditional marketing, others are not. Here are seven things you need to know your online marketing is successful. When you write Xu copy, you should take the time to understand what works and what does not. There are two mistakes almost every amateur search engine copywriting.

Successful non-profit organizations use the Internet to market charitable program.

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Internet marketing is still essential to any business’s overall marketing strategy. Mentioned before with all the benefits of internet marketing, people still buy magazines, billboards went out to check to see their mail, watch TV, and shopping. No matter how fast-paced and wide internet of communication, people go out together, talking about going to the gym. Thus, while Internet marketing is absolutely valid and important, demising certain value of the cost of traditional marketing any business, many potential customers. Another thing, when we say that internet marketing, it is not only figures we choose to click on ads. The list also includes security, advertising, advertising social networks, groups, discussion boards and many others. Accordingly, the online marketing activities can effect the number of people exposed. However, one disadvantage is that people started to become one of the, and would even read the advertising information advertising or know (even people in the security list), and delete without opening them. When someone on the Internet, they would like to read / write e-mail, chat with friends, read and post / reply comments, play fun games. As a internet marketing goal is to build a top priority for Internet users. Also, try and spam and unsolicited e-mail and advertising, more and more people away from Internet advertising in general, unless they are some specific content. A variety of Internet marketing strategy is free and paid online marketing can make more money. 12-month Internet Millionaire Review – Russell Brunson is a 12-month millionaire fraud?. As the market one of the most controversial books, and now the Internet millionaire’s 12 months still constitute a major buzz everywhere. A great professional internet marketing make money online. Internet marketing can be a lucrative industry, if some big Internet-related skills and knowledge development to do so successfully. Must also identify and develop the necessary strategies to make money online. Pay per click advertising, online advertising and link exchange programs, is marketing, can be used to make the Internet industry to make money online there are some important programs.

Internet marketing are not the result of a well-defined, integrated internet strategy; rather, they are a response to competitors activities or customers demand. Through the site has existed for more than a year, marketing staff and senior management will naturally question its effectiveness. This is usually the point in a coherent Internet marketing strategy needs to become apparent. As a result, starting in the sum of electronic marketing strategy, is when a company’s existing website, which is to review the existing site and its purpose is to improve the effectiveness of the future. There is no evidence that the development and implementation of a strategy to be significantly different approach to electronic marketing. Strategic planning for enterprise development or strategic marketing to comply with the established framework should still be. The framework provides a logical order to follow up to ensure that the strategic focus of all development activities included. It can be said, however, with the e-market strategy for a highly sensitive process of rapid response mode, the events in the market need. Soviet-style five-year planning application does not seem to fit, the best approach is a new process of electronic marketing strategy is a continuous improvement. Check fee (2002) pointed out that e-commerce or e-marketing strategy process models tend to agree with the following features:

There are many ways to market your product using a large number of online with Google AdWords or Yahoo’s Overture advertising network, eBay, members network, cost per click marketing. In addition, there are many second tier cost of sales and earnings per share network. You need to have a good network marketing strategy, using the Internet to provide online marketing tool. With Internet marketing company, will help you to get your website in search engine advertising and optimization services provided by many of the results, but eventually you need to determine what kind of network marketing will give you the best of a product line. It used to be you bought CPM (cost per thousand) in large-scale campaign Web site and hope that the good performance of these ads and get traffic to your website. Now, there are many choices, there is usually a for each event better than the other run. It appears that the use of network marketing the best way to get return on investment cost per click online marketing tool, the strategic point. Google AdWords and Yahoos Overture CPC programs have dominated the world of network marketing in the past two years, they only get bigger and stronger. Network marketing companies have sprung up to help beginners learn how to use AdWords and Overture to the best of their ability to rope. If you want to build a brand, then the cost per click will not be online marketing solutions. Instead of the online brand, you will go to a CPM campaign, is a straight line costs. The targeted ads, and now there’s online advertising spending is due to leave the television and radio have been gradually transferred to the Internet. Why do you want, if you are advertising with the radio or TV, you can actually track the individual results of the work online. We believe that many ad networks and affiliate program will gradually fade out in the next several years, while Google and Yahoo Zhudao even with their own, targeted search results and more per click advertising network. Internet changes quickly, any company want to optimize their online marketing presence needs to adapt and adjust to the latest technology.

Network marketing is the three capacities: transport infrastructure, marketing, application development, marketing methods and permissions. Practical ability of the network in sports marketing when three similar shift manual gearbox, driving a car, both in mechanics.

Internet marketing is the same where you live, because it is a global market.

They do not have banner ads, because they are cheaper than print. In Facebook, because their children that they should be. If you start what you want for your site’s business focus and you concentrate all energy on helping to improve the preliminary results of this goal, Name of the Dong Xi you Keyi try, to see if they are how they work. Or you can look at things, said: “I do not see how it can help me achieve my goal. Now, if you ignore something, it is possible that they will actually become extremely important, and you ‘local employees realize that you made a mistake. but only the larger error is ignored, since you are overriding, or try to do everything hafway and accomplish nothing.

Network Marketing is not just large budget or the entire company’s IT department. We have developed in Newfoundland and Labrador website, then who can appear in more effective competitors excluded from the market itself. We can do the same for you, to establish an online presence to support your other. This allows you all the seamless integration of marketing activities, you become a better profit growth in your site shooting. With complete Internet marketing strategy and a strong web site design, your company has the potential to become a global player., Kok River, some in Newfoundland and Labrador, or any other parts of the world community, asking them to do, they can help your web site design, as a money-making machines effective. We believe that your answer in Lorne Park and associated companies will seek to get you.

Internet marketing is clear, the next question is usually, “Yes, but where I start?.” For new and existing customers a direct entry point. In the days passed, and when people want to find a business, they turned to the yellow pages. Today, your customers will find you on the Internet, if you are not there, they will turn to the next thing, they did find: 1,

Network Marketing is your competitor doing? How do your competitors in the domestic major search engine rankings? What kind of traffic from their own site? Use the right tools, this valuable information can be found in your competitors.: What is it your product or service for the customer to resolve or do not provide any good? In what ways you can best illustrate this advantage? Clear and consistent information on the positioning of your products in the market based on a solid understanding is very important to all offline and online marketing efforts.: How much money can you get customers and still make a profit? What is each customer, you get the value of life expectancy? This is the answer you need to determine the effectiveness of any network marketing program running on key issues.

Internet marketing is falling over themselves trying to shift dollars from offline to online marketing. I believe the idea is that network marketing will give them better to reduce the U.S. dollar in a tight economic returns. While it is certainly a solid strategy for mobile Internet, it pays to put it a little thought, the first: Verify your infrastructure. Offline dollars in your move to online, to ensure that you can actually use all of the online customer service. Do you have in place of? You can quickly adjust the landing page and website copy? No sense, if you put in to send visitors to a site, sucking money from online advertising. If you are from offline to online money like two weeks to generate a 5:1 return, reducing the Prozac and think twice to come back. The biggest mistake I see their budget, the company’s transformation, is that they think this is a line ‘run and do’ things. Marketers and their bosses think they can create a landing page or start a PPC campaign, and then forget about it for a month. And this cycle works in print or television, it will not work online. Line is highly, highly repetitive, and requires constant attention. So you save a lot of advertising money into the labor force.

Characteristics of network marketing is definitely a good start in the Internet market, but if you do not know how to drive traffic to your site, these things will be wasted.

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Internet marketing is just too numerous to mention in this article. If you access the Internet value-added services, web savvy, you will see how much of this marketing can increase your business type.

Network marketing is online marketing, network marketing, network marketing. Internet marketing is very important, but the madness of growth with social media, I strongly recommend listening skills is to know how to do twitter, Facebook and YouTube. Many marketing media, relying on the three to take home the bacon only. The building is a long list of network marketing, a necessary component of success. List building simply means that a user list, you can communicate regularly via e-mail. In order to start building a list, you first need to establish what is called a capture page. Pages, your visitors will be asked to provide some free gifts, to share their names and e-mail. It can be a free report, e-books, video or presentation software. Many merchants also offer free electronic can receive daily early bird tips and notifications.

In today’s competitive (and noise) market, we must combine all the right online marketing tools, to create a truly effective and comprehensive marketing program. All, of course, is up and around the central site, but to create opportunities, improve customer response, increased brand awareness, the site of the network through a comprehensive marketing strategy, including search engine optimization, PPC, social media tools to support marketing, and so on.

Linked network marketing ideas and technology and business strategy design, development, Internet advertising and marketing. Search engine marketing, email marketing, display advertising, affiliate marketing, display advertising, blog marketing, display advertising, viral marketing. Internet marketing is the media running along the different stages of customer engagement cycle through search engine marketing, search engine optimization in a specific site, e-mail marketing and Web 2, banner ads. Network marketing has become more and more organizations use to promote the network media key and very effective. ‘The establishment of a website’ or ‘promotion site’ is the foundation, but not the basis of network marketing.

Somewhere behind that website is a real goal, the real organization. Internet marketing strategy includes all of the online advertising products and services, including market research, email marketing, websites, and direct sales.

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