To Market or Not to Market


So many small business people and entrepreneurs today are stuck in the age old challenge of; “Do I market myself and my products or don't I?”

I had this very same discussion with a friend of mine this morning. He said as I'm sure many of you have; “I know I have to do something but I don't want to come across as sales-y. I'd be really happy if someone else could do all the marketing and sales. Then  all I'd have to do is come in and deliver my products or services.”

That's great except for one small little thing. As a one-man show he was forgetting that he is the most knowledgeable person about his products or services. Yes, it would be great to have this other person working for you. Ask yourself this question; “It's your baby, you've put it all together, you know it inside out – all the pros and cons. Do you really want to trust someone else with your 'baby'?

Why not instead become educational about your product and service. Sharing it's  benefits and values with your ideal clients. Answer their BIG question, “What's In It For Me” WIIFM – everyone's favorite radio station. That old adage of people don't care how much you know until they know how much you care.

So what are the RESULTS people get from using your products or services? What's important to THEM not YOU.

If you are like most of us, you feel inundated by the sheer volume of tasks that cross your desk each day. You find you are barely getting anything done sometimes, and it's frustrating because things just keep piling up, don't they? Sometimes you wish someone would just tell you what to do first and then what to do next, so it doesn't have to be a guessing game anymore.

How a lot of people approach marketing is that most people “do it.” It's a thing to do, “I'm going to do some marketing for my business this month” - meaning I'm going to put some stuff together and I'm going to get an ad in and often that's driven by desperation. It's like random and erratic acts.

You've got to realize that if you don't MAKE the time for your client attraction, then you are simply not going to attract all the clients you need. Make sense?

Marketing is the most important function in a business and it is the most important function that a business person needs to master. Why is that so?

It actually is the business and everything else is a deliverable. We can go beyond”most important function” and actually get to an understanding that the business you are in is the marketing business and whatever it is that you exchange for money is a deliverable, which is even a higher level of understanding.

The main reason that marketing is so important is because nothing happens until somebody is brought in the door.

If you are a restaurant owner, you don't get to be a restaurant  owner unless someone walks through the door with an appetite and a wallet.

So marketing is what allows you to “do,”

And like it or not, it's where all the money is. The highest paid people, the highest paid function, the most expensive thing anybody does in business is acquire customers and sell more to the customers which is a marketing function.

You can't do low wage work and expect high pay and the high pay is all tied to the ability to acquire a customer, sell to customers, keep customers and multiply customers – four functions of marketing.

So the money is in the marketing.

“If you want to master something in your business that is tied to the highest compensation available, you'll master marketing.”


John D. Allen


On Dec. 4 2000, John D. Allen came within one single hour of dying from a major brain aneurysm. Clinging to life, he was rushed into the operating room at the very last minute possible. You see, he was operated on during the 23rd hour of the critical 24 hour window aneurysm patients have if they are to have any chance at living.

You may also like:

Filed under Sales & Marketing. Posted by The Corporate Toolbox on