If you haven’t read Dan Kennedy”s book, “No B.S. Direct Marketing – Direct Marketing for Non-Direct Marketing Businesses,” you probably should. It goes right to the heart of the marketing problems experienced by small and medium sized businesses.
Most small and medium sized businesses make things or provide services because their founders were good at making things or providing services.
So they view their businesses as being in the Thing business or the Service business. They believe that if they make it or provide it buyers will come. It’s no accident that the movie is called “Field of Dreams.”
But the buyers don’t come, at least not in the quantities that are needed for the businesses to thrive.
I know this will date me. Back in the old days there were what were called video cassette recorders (VCR) . You could record a TV show on the tape and view it later or you could rent a movie on tape and play it in your VCR.
Initially, there were two main players in this industry – VHS and Betamax. And then there was one – VHS. What happened?
Betamax was by common acclaim the far superior technology with the best picture quality. So, why didn’t it dominate the market? Well Beta- max was of the school – “if you build it they will come.” Well, they didn’t.
VHS, on the other hand, while having the inferior technology, didn’t wait for them to come. They marketed their VCR aggressively and carried the day.
And the lesson is?
You’re not in the Thing or Service business, you’re in the Marketing Business. Once you understand and believe that, things will change for the better.
Direct Marketing is a good step in that direction.
Effective Direct Marketing relies heavily on good, strong copywriting that asks explicitly for the business and provides clear instructions on how to buy the product or service.
So, check into it. You’ll be glad you did.
In the meantime – Market on!