People often overcomplicate marketing.
We make it nebulous; we make it about branding and social media and advertising and search engines. All of this is fine, and if you are so moved, learn about these areas of marketing. But these are not the efforts that will make you the most money the fastest, which is my singular purpose with this book.
For the purposes of the small and mid-size business, marketing is nothing more than systematically communicating your value to people who can buy it.
Do this, and your business will grow significantly.
And since this is a book, and I cannot end the chapter here, even though I've already written the most important sentence you will find in this chapter, let us dig into this definition.
Systematically means repeatedly—again and again. It also means there's a pattern to your communication. That is, you're not communicating randomly, but on some kind of schedule. So your newsletter might come every two weeks, and your webinars monthly, and your handwritten note twice a year.
Communicating means to clearly explain. For our purposes, we want communication across multiple media: online and offline, the more personal the better. Group communications are fine if you follow my formats, but understand that everyone sends mass mail. You should aim at a minimum of an equal balance between group mailings and one-on-one communications. That is, for every mass mailing or newsletter ...