Marketing is like Self Help

Most people in their life have found themselves at one of those self-help type seminars put on by people like Steven Covey, Tony Robbins and the like.

And, most people walk away from these events energized and full of hope that they can be a better person, or at least remember 1 of the 7 important things they have heard. They learn 'tips' and 'tricks' on how to be more focused, more congenial, more positive, more everything.

The thing is, none of this positive self-help is news to anyone in the audience - there is nothing revolutionary being said and everyone knows it all ready. For the most part, it's common sense stuff. It's a good reminder of stuff we already know to be true but perhaps aren't acting on.

Whether it's the new infusion of thought, or the 12 coffees consumed during these seminars, people seem to come out of these seminars charged up and ready to change their lives for the better. And, for a couple of days they may even implement some of the philosophy and teachings. But it is soon forgotten because the two things they remembered to do, didn't really make an impact so they stop doing them.

Don't get me wrong, I'm not trying to downplay the importance of self-help - it's good stuff, and we all need reminders now and then.

My point is this; these seminars teach many 'tips' and 'tricks' to be a better person, and doing one or two of them really will not make that big of difference in any one person's life - it's when they start doing several or all of these things that you start to see improvement. If you are committed to it and stick to it.

And, folks, that is exactly how marketing works.

Marketing success is the sum of its parts. It's not just doing a newspaper ad, or re-vamping your web site or cleaning up your logo. Everything must be firing on all cylinders if you truly want results. Nothing should be overlooked. Any one part of an automobile is not an automobile - it doesn't take you to point B until everything is is assembled together.

Remember, everything is marketing.

If you truly want to create a memorable or remarkable customer experience everything must be looked at, everything must be on brand and true to your brand motto. For when everything you do and say, reflects the core message or is relevant to your brand, that is when you are really marketing - then it just becomes a game of promoting.

So many companies believe that their logo is their brand. Let me tell you this, people don't interact with your logo, they interact with you or your staff. They go through your web site, hopefully you do a job in immersing them in your brand by giving them a great experience in your store or office. The logo just helps them remember their experience - the logo should reflect the brand and set the expectation, as in all your marketing.

What you see is what you get (WYSIWYG) is used a lot in our industry, mostly for printing and proofing. In marketing, you must step back and look at your business through a customers eyes. Their perception is reality. What they see is what they are expecting to get. You set the expectation in many ways, think about what a dirty logo'd vehicle tells people that have never dealt with you. Everyone has seen third rate business cards, the impression and perception formed immediately (first impressions) is that your firm is as crappy as your business card.

Cleaning your company vehicle and getting professional calling cards are not earth shaking ideas. In fact, common sense already told you that these were good ideas before I even told you. But, if you don't implement them they won't help. Now, on their own they are not going to save a company, or increase profits, or double your sales - they are just two little things on a list of hundreds.

The bottom line is, you need to follow through on everything to be better, in life and in marketing.

Remember, marketing is everything.