Chapter 10. You Are What You Publish: Building Your Marketing and PR Plan

Does your company sell great products? Or, if you don't work in a traditional company, does your organization (church, nonprofit, consulting company, school) offer great services? Well, get over it! Marketing is not only about your products! The most important thing to remember as you develop a marketing and PR plan is to put your products and services to the side for just a little while and focus your complete attention on the buyers of your products (or those who will donate, subscribe, join, or apply). Devoting attention to buyers and away from products is difficult for many people, but it always pays off in the form of bringing you closer to achieving your goals.

Think Starbucks for a moment. Is the product great? Yeah, I guess the three-dollar cup of coffee I get from Starbucks tastes pretty good. And most marketers, if given the opportunity to market Starbucks, would focus on the coffee itself—the product. But is that really what people are buying at Starbucks, or does Starbucks help solve other buyer problems? Maybe Starbucks is really selling a place to hang out for a while. Or, for that matter, isn't Starbucks a convenient place for people to meet? (I use Starbucks several times a month as a place to connect with clients or conduct interviews.) Or do people use Starbucks for the free wireless Internet connections? Maybe Starbucks saves 10 minutes in your day because you don't have to grind beans, pour ...

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