“Unexplained, obscure matters are regarded as more important than explained, clear ones.” – Friedrich Nietzsche
To be an accountant, you have to study, pass exams and be certified by a relevant body.
To be a plumber you have to practice for a few years, pass exams and be certified by a relevant body.
To be a marketing professional you don’t need any of that.
The profession of marketing is less of a discipline than plumbing.
This means it is easy to get caught up in drivel.
People who have no track record of a single successful direct response marketing campaign come knocking on your door claiming to be experts.
Then you have the so-called social media experts.
They excite you with some abstractions, inflate the importance social media presence and talk about engagement, branding and such tripe.
They take you to a fluffy cloud, which has nothing to do with your prospects and customers.
It is easy for them to talk about the tools rather than help you produce results.
Stop this nonsense.
Instead, focus on building your customer base, using a value bridge.
The value bridge will sort out your branding.
The value bridge will sort out your sales.
The value bridge will sort out your cash flow.
+ Ravi Peal-Shankar
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