Yip I said it!
Marketing is for people without a great product. Marketing
is to differentiate yourself from the competition and offer
an angle. Marketing is to compel people to buy your service
when they could just as easily by a competitors’ and get
the same value.
If you find that you’re spending an inordinate amount of
time and effort on your marketing it’s clear that your need
to re-evaluate what it is that you are offering to your
You should be spending 80% of your time making your
products, delivering your service, improving your business
and only 20% on your marketing. Unfortunately most people
(who are unsuccessful) spend closer to 50% of their time on
marketing in the form of linkbuilding, guest-blogging,
Facebook, Twitter, tweaking your website, implementing a new
Linkedin strategy, buying ads etc. Sure, in the beginning of
any business there needs to be an emphasis on marketing, but
there comes a point when it’s time to focus on adding
value, not just promoting it.
If what you’re doing is EPIC, people will do all the
marketing you will ever need on your behalf…with word of
mouth. This should be the number one goal for any business.
All this other Facebook and SEO stuff needs to be thought of
as steps on a ladder leading to getting your free
word-of-mouth sales force out there and working for you.
There’s nothing wrong with all these other more ‘lowly’
strategies, they just need to be used in the right context
and with the right mindset to be effective. This
over-reliance on marketing is a symptom of the internet age
where ‘average Joes’ who are completely unsophisticated in
terms of business are being taught to be business people. It
follows then that they don’t really have that much value to
offer in the marketplace and they will most likely be
pushing someone else’s product and not creating their own,
especially in the beginning.
If you are marketing someone else’s product (as an
affiliate or whatever) you just made yourself a commodity.
You are now a middleman and have little inherent value, so
of course you will need to rely on INSANE marketing tactics
to overcompensate. In the same way that guys who are not
very good-looking need to develop a great personality to get
hot girls, so do the ‘pushers’ of the business world.
Creators on the other hand, don’t need to even think that
much about marketing. The marketing is built into them. Most
likely they ARE a part of their market so they don’t need
to get into their prospects head so much. They have already
been through all the tough times and answered all the
questions themselves already so it’s a natural process to
then help others.
These people can, and often do, write their own sales
letters, emails and websites themselves and guess what…they
do AMAZINGLY well most of the time.
Think of marketing as a girl in a hot dress and the product
itself being everything else: her personality, sense of
humor, lifestyle, friends, interests, career etc. If the
only thing she had going for her was her looks, she
wouldn’t often get more than a date or two out of the types
of guys she wants.
So make sure your marketing is hot, but make everything else