So What On Earth Is Marketing?
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THE WINNING ADVANTAGE eZINE
Tuesday, December 29, 2009
Published by Earl Savage
ES World Marketing
http://esworldmarketing.com/blog/wp/
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In This Issue:
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1. Message from the Publisher
2. Feature Article – “So What On Earth Is Marketing?”
by Scott Bywater
3. Free Ads
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Dear reader,
Welcome and Thanks!
As always, I hope you’ll enjoy and profit from reading
“The Winning AdVantage”. Please feel free to post your
comments at the bottom of this blog post. I welcome your feedback.A big part of what The Winning Advantage is all about is
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To your success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
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=>> Feature Article
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So What On Earth Is Marketing?
Copyright (c) 2009 Scott Bywater
Copywriting That SELLS
http://www.copywrit
Marketing is a pretty vague word.
And it’s very easy to get confused as to what it is. So in this
article I am going to look at answering the question:
What is marketing?
Let me just have a quick look at dictionary.com and see what they
have to say…
“The total of activities involved in the transfer of goods from
the producer or seller to the consumer or buyer, including
advertising, shipping, storing, and selling.”
Notice it says the total of activities.
Now when most people think about marketing, they just think of
advertising and promotion.
But in reality it goes deeper than that.
For instance, at Disney theme parks they consider cleaning up the
park as marketing.
And at McDonalds, you’ll notice they also go to the extra effort
to ensure their grounds are clean as soon as you get there.
Marketing is how you answer the phones. How your salespeople
present themselves.
How your car looks out on the road. How clean your premises are.
Because there is absolutely no sense in advertising and marketing
like a pro and then turning people off as soon as they reach your
business.
For instance, years ago I was a call centre trainer and one of
the things we used to do to train new operators was have them
jump on the phone and contact the competition.
Why?
So they could see how bad they were at answering the phone. And
they could see all of the mistakes they could make and what to
avoid.
After all, there’s no sense learning the tricks to advertising
only to generate hundreds of new leads and blow them away as soon
as they come in.
It’s a tough job – making sure your systems are set up to handle
inquiries and keep your customers happy… ensuring you train
your staff to handle customers properly… and doing everything
you can to ensure a positive customer experience.
And I am not speaking from a space of mastery. I need to stay on
top of my systems, I have not made enough time to train up those
who worked with me in the past. And the bottom line is I am far
from perfect.
But the key is to be aware that marketing is not just about
advertising – it’s about the entire customer experience.
————
Scott Bywater is a direct response copywriter and the author
of “Cash Flow Advertising” and “More Customers Made Easy”.
Although Scott is accepting very few clients, he generously
shares his experience on copywriting at his web site at
http://www.copywrit
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That’s all for this time – thanks for reading!
To contact us, go to:
http://www.esworldmarketing.com/contactus.html
Your success is our success!
ES World Marketing
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