What comes to mind when you think of the word marketing? For some, it’s advertising. Others might think of networking, branding, or the idea of “get- ting your name out there.”
Of course marketing includes those things, but marketing is actually everything you do to attract prospects to your business. Phenomenal market- ing delivers a meaningful experience that educates, engages, and entertains. A phenomenal marketing system is a group of working parts that duplicates results consistently.
What kind of results? Enough of your perfect target prospects to reach your sales goal consistently. A phenomenal marketing system consistently produces your perfect target prospect. If you are attracting the wrong kind of prospect, your marketing isn’t working. And if your sales are up and down because you don’t consistently implement marketing, then you don’t have a system. Too many business owners spend lots of time and money “getting their name out there” but have no real system of attracting prospects consistently. Most often, a small business owner’s marketing is a gamble more than a planned effort. Congratulations for reading this book. You now have the opportunity to be one of the few who escape that trap.
Regardless of the type of marketing you do, it must increase sales. Of course the sales process will determine whether the prospect will actually buy, but that also depends on the quality of the prospect you are attracting. When you attract the wrong kind of customer (because your marketing isn’t what it needs to be), it doesn’t matter how good your sales process is. You may even close the sale, but you won’t build the kind of business you want.