A Quote by Sergio Zyman
If your marketing is not delivering consumers to the cash register with their wallets in their hands to buy your product, don't do it.
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Make your company stock a consumer product. When consumers buy stock in your company, they'll never buy a competitive product. You've linked their financial future to yours.
Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
People who buy your product or use your service don't care how tall or short you are, or what gender you are, or your age. It is irrelevant. That is not the basis on which your product is judged.
The key element of success is a product that matches all of what you've done in your message and your marketing, and all the emotion that has to be transmitted to the consumer through the product.
Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.
Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.
Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.
With that availability of cash coming in to your restaurant, get a chance when you buy your restaurant, pay it off first and then buy your property. At that point, it's because you own it. Everybody runs it, and if it doesn't work, then you're not going to be out of a bunch of money.
If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.
The balance of power is shifting toward consumers and away from companies The right way to respond to this if you are a company is to put the vast majority of your energy, attention and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it.
Consumers do not buy products. They buy product benefits.
Marketing implies that you want a public to relate to your product - if it's a product - in a way that makes them want to use it. That is only good or evil in relationship to what the product actually does.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
Go find out if you can make your product. Once you make it, stop projecting what's going to happen and go find out whether your product can sell. Find out whether someone is willing to take hard-earned cash out of their pocket and exchange it for your product.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
