Everyone wants the “big secret” to marketing.<\/p>\n
One person will say it’s video.<\/p>\n
Another mastering Google.<\/p>\n
Yet another will say copywriting… or content… or salesmanship… or podcasting… or social media… or email… or blogs… or… whatever the new fad of the week is.<\/p>\n
Well, here’s the real secret:<\/p>\n
There IS no secret.<\/strong><\/p>\n Actually, I take that back.<\/p>\n There is a secret… but it’s only a secret to people always looking for secrets, because to the rest of us it’s not a secret, but is often packaged up as a secret in the secret goo-roo courses since so few people understand it, and thus it still seems like a secret.<\/p>\n So anyway, here’s the secret of all secrets:<\/p>\n The message to market match.<\/em><\/p>\n That’s it.<\/p>\n Match the right message to the right prospect (and at the right time) and you will win this crazy game we call marketing.<\/p>\n And it won’t matter what “media” use, either.<\/p>\n Or how killer your ad is.<\/p>\n Or how much you know about technology.<\/p>\n In fact, imagine this:<\/p>\n There are two marketers slugging it out in the market. One has all the high technology, video, connections, JV partners, money to spend on advertising, the whole sha-bang… but his message is about as appealing as a dead carp<\/em> to his market. And the other has the message to market match down PAT… but his tools are just a notebook and a ballpoint pen (and maybe a library with Internet access).<\/p>\n Who do you think would win?<\/p>\n And who would you bet your green stuff on?<\/p>\n It’s really no contest, is it?<\/p>\n The message to market guy would hand a severe whoopin’ to the fancy pants guy every time.<\/p>\n Anyway, the point is marketing is not magic.<\/p>\n It’s not “voodoo”, either.<\/p>\n Heck, it ain’t even a card trick.<\/p>\n It’s just solid fundamentals<\/em>.<\/p>\n He (or she) with the best fundamentals wins.<\/p>\n Ben Settle<\/p>\n