Three marketing myths debunked

Many business owners are terrified of marketing. As we mentioned in a recent post about marketing education, Duct Tape Marketing creator John Jantsch calls it “Ostrich Marketing” – business owners are so intimidated by marketing that they hide from it altogether. Here at GlueEd, we love marketing. We’ve seen a look of joy come over so many business owners’ faces when they finally understand all the moving parts of marketing. Here are three myths of marketing – and the truth behind them.

Myth: I should market my product or service to as many people as possible

Fact: You’re unique. Your business is unique. Why dilute this differentiating factor to appeal to the masses? This myth incorporates two Duct Tape Marketing concepts GlueEd loves: knowing your ideal client and identifying your unique difference. First, figure out who you most want to do business with. Second, market to them – and only them – while educating them on what differentiating factors make you perfect for them. You’ll see higher interest and more leads than with a one-size-fits-all marketing effort.

Myth:  Marketing and advertising are the same thing

Fact: Advertising is but one component of marketing – it’s part of an overall marketing strategy. This marketing strategy can comprise other elements, such as social media, industry events, PR and educational marketing materials. Advertising is just one tactic to get your business in front of prospects – ignore the others at your peril. How would you respond to a company that did nothing but advertise, never once reaching out to support their existing customers?  A well-rounded, well-planned marketing strategy is much more effective in generating leads than a huge ad campaign.

Myth: Marketing is gimmicky

Fact: In marketing, as in life, there is a time and a place for gimmicks. Sometimes they do work very effectively, but sometimes they don’t. Many people are wise to slick marketing gimmicks. Successfully marketing your business doesn’t have to mean wasting money selling branded novelty inflatable canoes to all your contacts. It also doesn’t mean you have to dive right in and do what all your competitors are doing. Sit back, examine your business inside and out, and craft a marketing plan that honours the strategy before tactics model – another Duct Tape Marketing favourite we love.

What things do you believe about marketing? Let us know – you may be pleasantly surprised to be wrong!

Tags: Calgary Marketing, duct tape marketing, GlueEd, ideal client, marketing education, marketing myths, marketing strategy, target market