Top 10 Secrets of the Marketing Process
1. Don’t run out of money. It always takes longer and costs more than you expect to spread your idea. You can budget for it or you can fail. (Bingo! can't agree more..I guess this approach goes for the business as whole n for life as well n not jus the marketing process. No matter how tempted ur to expand don't forget to hold on to enuf liquid cash for the bad times when ur not making money but u've got ur FC's to deal w/. Classic example Subhiksha! ;-)
2. You won’t get it right the first time. Your campaign will need to be reinvented, adjusted or scrapped. Count on it. (U'll get tonnes of examples on this one.. jus browse)
3. Convenient choices are not often the best choices. Just because an agency, an asset or a bizdev deal are easy to do doesn’t mean that they are your best choice. (humm ya perhaps ..)
4. Irrational, strongly held beliefs of close advisors should be ignored. It doesn’t matter if they don’t like your logo. ( I read it as listen to ur instincts , they are the best guiding force.. it may have no basis but r more reliable :-)
5. If it makes you nervous, it’s probably a good idea. If you’re sure you’re right, you probably aren’t. ( something of a Murphy law.. but yea it works..mayb it's cuz when ur iffy ur xtra careful and alert..)
6. Focusing obsessively on one niche, one feature and one market is almost always a better idea than trying to satisfy everyone. (Now tht we all certainly know... one size cant fit it all, one dress cant b the perfect design for every1, one color is not the fav of every1.. so thr can never b one solution for everybody, nor can u give every1 thr custom solutions... so jus b specialist, its much easy..)
7. At some point, you’re either going to have to stick to your convictions or do what the market tells you. It’s hard to do both. (So r all these "mega trends" and all "market watch" a crap!?? I can say tht for fashion biz ya its smtimes true.. no matter hw much ur fashion forecasting or mayb ur just doing stuff from ur head abt wht u reallly feel .. if its good, it'll work!!!.. screw the trends..'u will become the trend' :-)
8. Compromise in marketing is almost always a bad idea. Extreme A could work. Extreme B could work. The average of A and B will almost never work.(.....)
9. Test, measure and optimize. Figure out what's working and do it more. (Is it ?? but it always reaches a saturation.. so u still need to keep diversifying n doing the next thing or add smthg new unto ur best thing in order tht ppl keep looking out for ur work/stuff ...tht's my opnion Mr Godin.. I m sure steve jobbs wud agree w/ me.. innovation is the key to optimization i feel)
10. Read and learn. There are a million clues, case studies, books and proven tactics out there. You can't profitably ignore them until you know them, and you don't have the time or the money to make the same mistake someone else made last week. It's cheaper and faster to read about it than it is to do it. (right so a good thing is u become a teacher .. gives u all the reasons n compulsions (hehe) to keep urself updated w/ all de crap happening aroun.. if nuthing u'll end up reading tonnes.. much more than u ever did in ur school days ;-)..but jus dont get too content w/ the easy life, being a teacher .. keep working on ur ambitions as well!)
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