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By Grant Lee on 2/21/2012 7:44 AM

This is a blog by Michael Zipursky is a business consultant and co-founder of FreshGigs.ca, Canada’s leading jobsite for pre-screened marketing, communications and graphic designer jobs. His work has been featured in FOX Business, HR Executive, Financial Times and other media. It was posted on his behalf by Grant Lee

Lack of focus. That's one of the biggest mistakes you can make as a business owner.

It doesn't matter what industry you’re in, whether you offer a product, service or both ... the consumer of today has almost infinite possibilities to choose from ... and if you fail to give them an overwhelming reason to do business with you, they simply won't.

Today, at the click of a mouse, a potential customer can leave you and your business in the dust as they scoot off to find someone that does a better job of catching their interest and engaging them.

Recent Comments
Re: Do you think about marketing standards?
Anyone make your current blog incredibly professionally a lot of people attract your current blog through shots, movie, texture part belonging to the website.
Re: Is it necessary to regulate marketing and marketers?
Absolutely.

any idea how many large corporations are wasting millions of dollars a year with creative done from "gut feelings here" and "got a great idea there" and so forth?

If a marketing firm is to take cash from a client without actually getting to know the ins, outs, SWOT, the best clients, actually seeing sales data - and measuring their client against the norms and exceeding the standards of the industry - what business do they have charging for creative like this?

Imagine however, for a moment - that a company took the time to understand the concerns, likes, dislikes, motivations, social patterns, media consumptive patters, recommendations and other key information from the clients "top clients" - do you not think this type of creative fed back to similar types of demographics may just work to attract and retain new clients with similar attributes to those already known to be the "best clients" of your clients.

And, if this axium were true - then wouldn't it behoove marketers to record carefully those comments and suggestions made by this group of best clients - and also record the "visions they have in their head when they buy from the client" - and recreate those in their creative???

It's not rocket science - it's marketing. But the problem is, there are way to many "short cutters" that claim to be professionals taking copius amounts of money without doing any of the background work and relying on genius marketing.

We don't need genius marketing - we need tactical professionals following a tried and tested procedure that costs more money that winging it - but certainly far less profitable overall than the multi-million dollar agencies out there "winging it" and giving this a really questionable ethical overview in the minds of buyers of marketing lathering up the airwaves, outdoors and publications with so what messages, pounding incredible frequency and reach - but not convincing at all - due to lack of research and proper market intelligence...

It's so simple - yet requires extensive personality, care and compassion to do properly, and the problem is - it's just not being done in today's marketing environment.

Wow, I didn't think I had an opinion...hahahahahahah.

kp
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