The TRUTH ABOUT MARKETING that nobody wants to talk about...
Almost all marketing people can be divided into two irresponsible groups
First there are the big marketing company people.
These poor misled souls spend their working lives deluding themselves and their clients with irrelevant ‘creative brillance’. They work in the marketing department of New Zealand’s large corporations and for the advertising agencies who steal their money. They influence everything you do because you and the people who make your marketing copy them. BIG MISTAKE. Please don’t ever copy the big marketing people. They don’t know how to make marketing increase their sales. They think sales is a dirty word. They prefer silly words like “Brand”, “Cut-through”, “Brand Equity” and so on. They are always prattling them off, they like the way those words sound in their mouths and roll off their tongues – never mind that those words have absolutely nothing to do with increasing sales.
There’s an even more dangerous and insidious group of marketing people – they work in your local marketing and design companies. These people do the real harm. They reduce the potential of New Zealand’s businesses by distracting business owners from the real purpose of their marketing (the real purpose of your marketing is to increase sales – if that’s not happening then you shouldn’t be doing it!). Small marketing company people get you thinking about the ‘image’ of your company – which seldom, if ever, has any effect on your sales. They focus your attention on silly issues like what your ads ‘look’ or ‘sound’ like. They waste your time by taking your time off sales and onto your logo. For goodness sake – a logo NEVER INCREASES SALES! Big companies can survive when their marketing people waste their money. But chances are you can’t. If your marketing doesn’t work, you will not grow. Worse still, spending your money on poor marketing that does not work can run you broke.
I have made it a life-long objective to save New Zealand businesses from the silly advice of marketing people.
I used to call them ‘well-meaning’ marketing people, but as you will learn in the pages of this booklet, it is no longer hard to make marketing work. And for that reason, marketing people who have no idea how to use scientific marketing have absolutely no excuse.
For the first 15 years of my marketing career, I was one of those irresponsible marketing people who wasted money on brand marketing that doesn’t work.
Then something happened to me 25 years ago that forced me to learn from my mistakes. Read on to find out some of the valuable lessons I’ve learnt in the 25 years that followed. My team and I have helped hundreds of businesses around New Zealand and Australia dramatically improve their sales results through smart marketing.
Will your business be next?
Holloway Hudson Burgess