These Marketing Principles Will Give You the Foundation Required for Success. Failure to
Learn These Will Set You Back. Way Back.
Unlike 80's big hair, 90's grunge, and other silly fads, marketing principles apply
across generations and eras. Only the application of the principles changes as the culture shifts. So, learn these
marketing principles and then practice the application of them according to the times in which we live.
Marketing Principles: The Primacy of Integrity
There are three rules you
must follow if you are to run a business with integrity. If you do not follow them, you will not do
well. And, you shouldn't do well. All other marketing principles mean nothing if you don't follow these
1. Do what you say
you will do.
2. Do it by the
deadline you agreed to meet (without being hassled or
3. Do it for the
price you agreed upon.
Following these three
rules are evidence that you can be trusted. Trust can be hard to build and is easily lost. When
you manage your website or blog, don't let the somewhat impersonal nature of the internet tempt you
into violating any of these rules. You must make integrity your number one
Marketing Principles: Develop Your U.S.P.
One of the marketing principles that guides a successful
buisiness is the development and use of their Unique Selling (or Service) Proposition (USP). It is important to
develop and use a USP to differentiate you from everyone else in your niche. M&Ms developed a great one to
separate itself from all other chocolate candies: "The milk chocolate melts in your mouth, not in your
Why are you doing what you do? What benefits can you
provide for others? Is there a common thread to what you do that you can specify? By developing a USP, you are
forced to nail down the specifics of what you are doing. It is from this platform that you can then dive more
successfully into using the rest of these marketing
My USP is based on the biblical reference to the sons of
Issachar as recorded in 1 Chronicles 12:32. My USP is, "Giving people knowledge so that they can understand the
times and take action." This entire website is a derivative of my USP. I want people to see the benefits they can
have by starting a website, blog, or other online venture. Then, I want to help them gain the knowledge and
understanding required to take action!
If you are stuck, you may want to use 15 Second Pitch to help develop your own. You will end up having to pay for things by the
end if you use them, but developing a USP will help implement all the other marketing principles that you will
Marketing Principles: You Gotta Serve Someone
The superiority of service
as a business model was talked about on the Business
Philosophy page. Marketing principles are only put to good use when you have a legitimate service to
offer. If you just trick people into buying things from you, you'll end up penniless and
Some people say, "The
customer is always right." Of course that isn't literally true. But, you'd be wise to always give your
customers the benefit of the doubt. Do not be a doormat, but seek to serve the best interests of your
patrons. If you don't believe in a product, don't sell it. Be there to serve, and profit will likely
come. Be there for profit, and you may find it hard to find customers to
And, remember that
unparalleled service makes happy people. Seek to make people happy, and they'll like giving you
Marketing Principles: Positive Positioning
This is a markekting
principle that does not come naturally for many people. Positive positioning happens when the benefits of a
product or service are perceived by a buyer as vital to his
Most people develop a
strategy to sell a product or service. Positive positioning would suggest that your strategy shouldn't be a
thrust to sell the product itself, but to show a buyer how he or his group will benefit from the product. You
sell the idea of your product as a resource for benefits. Then, in order to get the benefits, they buy your
Marketing Principles: Sell to the Ready
Sell to people who are ready to buy. Marketing principles won't
work on someone with no money and/or no interest whatsoever in your product.
Spend your time trying to sell to people who are almost ready to
buy. If you try to convince people who aren't yet ready as to the value of your product, you will jsut end up
wasting time (and money). Instead, give those people who are ready to buy reasons why buying from you will
confirm the course of action that they are already favoring.
Sell to people whose emotions are already ready to buy but whose
minds aren't there yet logically. Then, give them logical reasons why they should buy from you. Your USP can
help you at this point!
Marketing Principles: Plan Your Back End
A back end is a product that you sell after
your initial sale is made. If you sold manual doggie doo bags, you could have an automated system as a back end
product. Back ends are products that you sell to existing customers. Having effective back end products to
sell can escalate your business success rapidly.
because you offer them to someone who has demonstrated that they trust you enough to buy, are ready to
buy, and have the resources to buy. Before.
Of course, the products should be related. You
can't sell a book on the dangers of baby toys to someone looking to buy the aforementioned bags. Planning
a back end product to be presented following an initial sale is one of the marketing principles that can really
boost a business if implemented successfully.
Marketing Principles: Exposure
People can't be helped by you and can't buy
from you if they don't know what you have to offer them. You need exposure. There is an entire industry devoted
to gaining exposure for businesses: the advertising industry.
In essence, applying marketing principles is
advertising. You have to do it to be successful. So, adopt this strategy: "Every piece of paper sells another
piece of paper" (or product or service). Or, in the virtual world, "every webpage sells another
Don't make individual webpages on your website
dead ends. Encourage continuation on your website by linking to other pages within your site. This not only is
part of a good SEO Strategy, it is also a good application of marketing principles.
Think about ways to put your website in front
of others. Include a link at the bottom of every email that you send out. Put your URL on a business card and
use Business Card Marketing. If you can gain exposure in a reputable way, do it!
Marketing Principles: Build Trust
Trust is critical in any relationship. The
process of building trust with your website's visitors begins as soon as they hit your website. You should make
them a promise right away. Then you should back it up with the details. Your content should validate you as an
authority on the topic.
You should also create low, medium, and
higher-priced products. Many people will want to test your material before buying the expensive, deluxe,
high-powered product. Give them that opportunity. This is why Starting a Newsletter can be one of the Website Improvements that vaults your venture to the next level.
You can apply marketing principles within a newsletter while
building trust with individuals!
Marketing Principles: Add Value
Value is always determined by the opinion of
the buyer or user. Try selling a rare antique chest to a sixteen year-old kid. He probably perceives it as being
valueless. For him, this is accurate. Offer it to an antique hobbyist, and you'll likely get a different
Seek to add value to whatever you offer as
part of your business. This doesn't have to cost much money (or any money at all). But, the buyer has to
perceive that you have sweetened the deal. And, for him, you have. Give your customers something to increase the
perceived value in a transaction, and you will increase your customer retention rate.
Marketing Principles: Risk Reversal
Risk reversal is just what it sounds like. It
is where the seller assumes 100% of the risk that is normally involved in purchasing something. By assuming all
the risk, you lower the barriers that are in place and keeping people from buying.
Risk reversal is the opposite of "all sales
are final." Take the risk away from the buyer and place it on yourself, if at all possible. Give them a
money-back guarantee. Give them a free trial period. Give them a risk-free experience with your product, and
they are much more likely to use it, appreciate it, and make more purchases.
And, remember the three rules above. If you
offer it, make good. Interestingly, only a tiny fraction ever ask for a refund as long as you are not defrauding
them. So, the expenses you incur by offering guarantees are minimal. The benefits can be quite
Marketing Principles: Preeminence
Do you know your stuff? Position yourself
accordingly. If you can do what you do better than your competition, make it known that you are the best. Do
this by focusing on your unique abilities (not by talking negatively about specific competitors). You should
work hard to be the best. Then, you don't have to apologize for not being top-of-the-line.
When you become the recognized leader, you can
price your services accordingly. In fact, pricing your services accordingly will often make the point for you.
People who want the best will search you out and pay what you charge.
Marketing Principles: Referrals
One of the most overlooked marketing
principles is the power of referrals. You should make it easy for people to refer you to others. In the world of
SEO Strategy, a backlink is essentially a referral. You need these to rank well
in the search engines. Ranking well in the engines results in more traffic. Traffic drives everything and makes
your website successful.
So, how do you get referrals? You ask for
them. Give people the opportunity to use social bookmarking websites to share your content with others (see
How to Use Social Networking). When people benefit from your website, ask them to share it
with their friends. Encourage people to forward your newsletters to their friends. Ask people for names of
people they think would benefit from your website and then send them a personal email.
Especially, ask them to link to pages on your website that they
find interesting. Links are the gifts that keep on giving. They drive traffic to your website and
help your authority and PageRank to increase.
People are much more likely to respond
positively to a personal referral than they are an advertisement. Seek and actively encourage referrals,
especially in the form of links pointing to your website.
Marketing Principles: Conclusion
When you apply these marketing principles, you
will see results. Think about them. Think about how to apply them in your situation to your business. Do what
you say you'll do, focus on serving, and never stop learning.
You can keep learning now by reading about
Business Card Marketing.
Copyright © 2009-2010, Issachar Knowledge, LLC: Marketing