Direct Marketing Mythbusters: “Build It and They Will Come” (What a Big Fat Lie)

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”

Steuart Henderson Britt

It’s worth noting that when Costner was advised to ‘build it’ the ‘they who came’ were not paying customers, they were moochers -none of the dead ball players actually paid to use the baseball field. Nobody in the movie paid to watch them play. So if you aren’t in the business of making money then build it and they will come makes perfect sense.

For some reason there is a belief that just building a product is enough to drive customers to your door. I don’t know why this came about – but for now I am going to blame Field of Dreams – although for some reason I suspect this happened before 1989.

“Build a better mousetrap, and the world will beat a path to your door” – incorrectly attributed to Ralph Waldo Emmerson in the late 1800′s. So the myth has been around a while and if I was a more diligent student I could find something earlier.

However, if you are genuinely in the business of making money then you need customers. Nobody or nothing else can give you money.

And marketing is the art of getting and keeping customers. So best we spend some money on marketing rather than on building it or making that better mousetrap.

Personally, I don’t really care how good the product is, unless someone buys it, and you make money on the transaction. So yes you need a good product but you also need to be able to sell the product in sufficient volume to make money.

Drayton Bird is fond of saying something along the lines of “Great marketing of a bad product will only kill it faster.” The product lingers on long after the glow of the great marketing has subsided.

Build it and they will come/ build a better mousetrap is more about cart before the horse, in the world of making money.

You need to know you can and be able to sell the thing before you ever make it or waste precious dollars on product development. Generally speaking, there are millions of people who can make and a relatively few who know how to sell. The selling of the product is the hard part. Best figure that part out first.

Once you know how to sell your product, then the making part is easier. The added bonus is, if you find out in the sales and marketing testing phase there are benefits and features you need to add to the product that your market wants then you don’t need to go and rebuild the product from scratch.

It’s much easier just to build an product the market wants in the first place.

Build it and they will come: Myth Busted.

Database Marketing Management

Successful Database Marketing campaigns are designed using the correct focus on three of the most important main elements. First and foremost is the database involved. Also significant is the proper type of communication used. Finally, establishing a clear and measurable action step is required.

The quality of the list used in any marketing campaign is crucial. Data is easy to find. Quality data is much more difficult to locate. The old adage “garbage in, garbage out”, applies directly to the results of a program where the initial quality of the database in inferior. With so much consumer and/or business lead information available on the market, it is important to take the time and expense if needed, to compile the best list of leads to fit the type of campaign you are working on. Remember, a good list takes time to develop. There must be a constant concerted effort to maintain updated current information with a focus on quality over quantity. A fine tuned database is worth its weight in GOLD.

Given the current state of government involvement in consumer marketing, choosing the proper type of communication is imperative. While direct mail pieces are very economical, their success rates can usually be measured in the low single digits. The use of promotional products can dramatically increase the impact of most marketing packages. From kitchen trinkets to refrigerator magnets, the cost of these inserts are minimal. In some cases the trinkets can be less than the cost of 1st class postage.

It’s important to establish a measurable way to tell if a marketing campaign is working. Having a goal for the program is vital. More importantly is being able to tell if you have reached your numbers. Many business persons complain that they didn’t get anything off their last marketing campaign. Yet, when questioned, they usually aren’t sure of exactly what goal the campaign was trying to achieve. Whether it’s calling in on a toll free number or logging onto a website, make sure there is a specific measurable action step required for the prospects that were prompted to act by your marketing piece.

Marketing is a never ending process. Businesses that maintain a high quality database will be rewarded by a continued growth in their sales. The use of the proper communication vehicle that contains a measurable action step will allow for the constant adjustments that are required for any successful database marketing programs.

Mark Filardi has worked helping other business grow using database management for over 25 years.

The most successful campaigns have utilized promotional products. [http://justtrinkets.com/]

Trade shows, direct mail campaigns and business handouts can be more effective by using “Trinkets”

Why Consider Network Marketing For Your Home Based Business?

Every day you read in the news about thousands of job layoffs, how awful the economy is, how many bankruptcies and foreclosures have been registered, and even about someone who has committed suicide and in many cases has killed family members as well. I always wonder why anyone feels they have the right to kill family members because of their despondency. I believe it is still called murder.

My friend, Steve Little has written a great article called “Who will emerge the Wealthiest from the changing economy”. In this article, Steve says “if you are looking for financial security where you’ve always found it before – it’s not there anymore and if you don’t decide to look elsewhere your situation can only get worse”. He recommends that the only path to recovery is entrepreneurial growth and success.

No matter where you live, Michigan with the auto industry, Colorado with high tech industries, States with manufacturing, mining, almost any industry that you can name is feeling the effect of the recession. I have many friends who have been laid off three and four times in the past, each time without much warning and each time taking months to find another job and most of the time a job that provided less money than their original job. I happen to be of the generation that when you lost your job, your first step was that you would accept any job – even ditch digging if that was all that was available. Of course, ditch digging is done by machines not individuals any more.

We must recognize that the job market is unstable and the days of staying with one company have long been gone, and that there are only a few people that have positions that they feel secure in.

I’m sure that you remember the book “Who Moved My Cheese” by Spencer Johnson and Kenneth Blanchard. I remember when I first read it, I kept thinking to myself “why don’t you look for some other options” but no, they just continued to look at the familiar places. The time has come for you and me to start looking for other options once again. Almost every expert that I listen to recommends that becoming an entrepreneur and starting your own business is the recipe for success.

I can hear you responding “but I have always worked for someone else. I do not know anything about owning my own business, setting up a business, having employees, being the boss, legal stuff, I would not know where to start”. Or you might be saying “I tried that one time and it did not work for me”. I would ask you if what you are doing right now is working for you?

Starting a business can be an easy thing for some – those people who have a hobby or something they love to do and could teach others to do these things. I have talked to people who have started a lawn service, a handyman service, a computer service, a t-shirt business, an online business of recipes (have you seen the video of the elderly lady sharing her “depression recipes”), virtual assistant. It seems the possibilities are endless. In the beginning, all it takes is Knowledge, Desire, Imagination, and Will. If you don’t have any experience that would be good for you to begin a business on your own, there is the Direct Selling Industry which provides the structure, the training, and the products for you. Once again, I can hear you say “Oh, I have heard of those things – they’re all pyramid schemes – I had a friend that lost all their money in one of those things – I’m not a salesman” or you have listened to someone who has never been successful in anything tell you how awful those things are.

Direct Selling has been in existence for over 50 years. A lot of people remember when Amway was in a lawsuit with the Government but only a few people remember that Amway won that suit and was recognized as a legitimate company. Direct Selling is responsible for 30.8 billion dollars in sales in the US and 112 billion worldwide. 15M people are involved in the industry and 88% of those people report a positive experience with selling. 4 in 5 have been with their companies more than 1+ year and 50% of US adults purchase from Direct Selling every year. Direct Selling is defined as the sale of a consumer product or services person to person, marketed through independent sales representatives. Just about any product or service can be purchased through Direct Selling somewhere in the world. If you visit http://dsa.org, you will find all the statistics and information on all the Direct Selling Association members.

Most people join a Direct Selling company through a friend or the person that sells them the products, but with the advent of the internet, much of the recruiting takes place on the internet even though most of the Direct Selling companies recommend that their distributors use only warm market recruiting. It is very important for you to become knowledgeable (in the industry called “due diligence” before joining a company. A legitimate company will pay residual income for customers – not for recruiting. This is a requirement which if not followed can create all kinds of problems for the company. Check out the company, the products, the compensation plan, your sponsor and the team that you will be joining as well as if they have a system that has proved to be successful. Direct Selling can be a savior or a disaster for you if you do not make some good decisions.

To learn a little more about Direct Selling, visit http://www.explorefreedom.com/kaygee and listen to a Harvard educated Professor explain the compensation structure in Direct Selling.

My desire is to help you learn what all your possibilities are, where to go to seek answers, and to be available to answer any questions that you might have. Here’s to Your Success.

Kit Grazioli
Colorado