10 Practical Marketing Rules
Over the years, I’ve developed some practical rules to help clients be more effective in their marketing efforts. I thought I’d share them with you; and I’ve also included links to articles that elaborate the concepts, in case you want to dig a little deeper.
Practical Marketing Rule # 1:
If you don’t know where you are, it is much more difficult to get to where you want to be. So before you design (or redesign) strategies and implement tactics, you need to systematically assess your strengths, liabilities, and assumptions in light of the real-world marketplace.
(See: Getting Back to Basics)
Practical Marketing Rule # 2:
There is a significant difference between thinking you know your customers and actually knowing your customers. (See: You Know What They Say About Assumptions…)
Practical Marketing Rule # 3:
Do not burden the customer with information he doesn’t want – no matter how interesting or important you think it is. (See: The Wizard of Oz and B2B Technology Marketing)
Practical Marketing Rule # 4:
No matter what the market space, remember that it is people – not companies – who buy our products and services. (See: Puppies, Kittens, and Kids: Marketing to the Emotions)
Practical Marketing Rule # 5:
Customers see our products and services in their own context, not ours. (See: When Did Service Become the Customer’s Obligation?)
Practical Marketing Rule # 6:
In a data rich environment, it is knowledge and understanding – not just vast amounts of data – which turn into revenue and market share. (See: In Defense of Market Research)
Practical Marketing Rule # 7:
Those companies that practice the basics of tried and true marketing – knowing your customers, market, products, and potential products – can find profitable ways to thrive, even in a crowded marketplace. (See: Marketing a Commodity)
Practical Marketing Rule # 8:
Don’t let academics, modelers, economists, or accountants determine how you approach your products, markets, or customers. (See: The Problem with Models)
Practical Marketing Rule # 9:
In a dispute between marketing (or product development or the design team or finance or management) and the customer, bet on the customer every time. He’s the guy who decides market success. (See: Marketing Arrogance vs. Customer Opinion)
Practical Marketing Rule # 10:
Every company, of every size, has assets and liabilities. It is up to you to find and capitalize on the assets in the context of a living, breathing marketplace. (See: Small Company Marketing)
What do all these “practical marketing rules” taken together mean? Make your own judgments, check your assumptions regularly, and stay in touch with your customers and your marketplace. And that is just common sense – and practical marketing.