7 Marketing Truths You Can Ignore

By kniemisto

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You’ve heard all of the adages when it comes to approaching a challenge: there’s more than one way to skin a cat, different strokes for different folks, or you could put those aside and look at it like bowling. You can get a strike by putting some “English” or “backspin” on the ball and arcing it in from the left or right. You can get a strike by bowling straight down the middle or you can “granny roll” it slowly down the middle. But what works best for one person won’t work best for another, and a misstep always puts you in the gutter.

Certain things remain constant: the ball has to be moving forward, it has to hit the pins, it has to stay out of the gutter, but there is more than one route to a strike. It’s the same with marketing. Now the status quo leads many marketers to believe certain tropes genuinely define successful marketing, but this just isn’t true. They may define it for some businesses but it is not one-size-fits-all.

In this blog, I’ll cover seven common marketing “truths” and the lessons to learn from them.

It’s All About the Sizzle

Sizzle sells the meat because it gives off a smell which acts as an olfactory appetizer. If it doesn’t smell delicious, the sizzle means nothing. For it to smell delicious, the steak itself must be worth eating. The lesson here is that no amount of sizzle (or creative marketing) can offset a lousy product in the long run. The product itself must be substantive. As marketer’s it’s critical that you understand where your product does and doesn’t excel, and that you work with your teams (often product marketing, and product teams) to make sure those concerns are addressed in any future development/iteration.

Benefits Over Features

This is a “bowling ball” situation. You could arc in from the left or right to make a strike; there’s a lot of play. Often a product has previous iterations, and all that differentiates one product from another is features. Features don’t matter if they aren’t a benefit to anyone, however, so your strategy should focus on the benefit of your product or service instead of the features of it. Consider many of the lifestyle companies out there, like Nike and Red Bull. They’ve been selling the same products for years, but their brand story and marketing focus on the benefit of living their lifestyle and that has helped them become successful.

Tell and Sell

If you don’t shut up, you won’t give clients a chance to think about what you’re selling and come to a decision. Savvy buyers will tune you out and put a block up. Telling more doesn’t always sell more. Maybe it can, perhaps it has, but if this is your only strategy, you lose clients. Instead, tantalize them into exploring for themselves by giving just enough information and equip them with the tools to ask the right questions and do helpful research.

Sex Sells

Here’s the thing: with Go to the full article.

Source:: Marketo

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