Profits

The essence of this rule is that you don't want to
merely generate more traffic or more revenue,
you want to increase profits. Levinson suggests
that the basics of marketing are:

... not to offend, not to be in poor taste,
not to be insensitive, and not to lie.
Keeping that in mind, PLUS understanding
that the obligation of marketing is to generate
profits, you've got a good handle on the role
of marketing.

There are 3 keys to being successful with
your marketing. Plan, execute, measure.
Without the plan, your numbers may be
ugly. Without execution, you may get lucky
but it will be short-lived. Without measuring
and tracking your results, you won't know
if your marketing is working or not.

Levinson also lists 10 ways to increase your
profits with marketing. The following 3 may
be familiar to many of you by now:

1. Clearly define your company's prime BENEFITS.
2. Remove all risk from your customers with a money-back
guarantee, and a customer-is-correct policy.
3. Become a testing fiend. Test the same ad in 2 papers, test
different ads in the same paper, test your prices ....

Remember, it is better to execute a half-baked plan
than not execute a brilliant one. If you don't test
and measure, you will never know whether your
marketing works.

When you know what works your money will be
well-spent. And you will love marketing.

(c) 2005 Guerrilla Marketing Golden Rules e-zine

Steve Brewster
Executive & Business Coach
403.283.5706
steve@brewsterconsulting.com