702-463-1818 info@torchlighttax.com

By John Eberhard

The fundamentals of marketing, which existed long before the Internet and which have not changed due to the Internet, are:

  1. Select a product or service to market
  2. Figure out what segment of the population will buy it
  3. Find out what that segment of the population needs and wants
  4. Craft your marketing message
  5. Figure out which media to use to reach that segment
  6. Send out your promotional messages
  7. Get leads in
  8. Make sales

Any changes that have occurred in this sequence over the last 30 years have been limited to #5, with the addition of many new types of promotional media. And in some cases #3, where you can survey your segment, but in some cases today marketers will just send out multiple messages and see which one pulls the best (known as AB testing).

Some other fundamentals you have to know include:

  1. Is the business local, regional, or national?
  2. Is the business B2B (selling business to business) or B2C (selling to consumers)? Because they are very different situations and what works in one usually will not work in the other.
  3. Is the business new or well established?
  4. How much competition is there for the business? What is your position in the marketplace? Is there a way to establish your unique position in the marketplace?
  5. What is your offer?

Understanding those things will help steer you in the right direction and avoid costly mistakes.

Actually there ARE two actual new developments in marketing in the last 30 years, including “in-bound marketing,” where you catch a person right when he is searching for something on a search engine. The second new development is the use of funnels, such as the methods used by guys like Russel Brunson.

But that’s pretty much it.

So why all the gurus?

So why are there hundreds to thousands of guys these days, promoting themselves as marketing gurus, promoting some kind of course or book as the greatest thing since sliced bread? And making grandiose claims that their course will have you making millions in ten seconds or less?

I have seen hundreds of these gurus and their offerings. Are they for real? Are their claims valid? And most importantly, will their stuff work for you?

The short answer to this is No.

I have reviewed many of these courses and offerings and in some cases have bought them. I have found uniformly that most of these guys are simply offering a gimmick, some sort of individual message or some special use of one individual promotional media, that worked well for them.

And then they offer that to others, with the claim that it will work for everybody. But since each industry and each type of company is unique, there is no real one-size-fits-all approach in marketing. So what worked for that guy in his individual situation, will nearly always NOT work for you in your industry and situation.

And in some cases where I have actually bought the course, I found that the guy was promoting his gimmick at a point in time where the gimmick doesn’t even work anymore. In other words, the gimmick had a life cycle and at the point where it was fading, he started selling a course.

So the guy had some success with his gimmick. He happened upon a type of message and use of some promo medium, that worked well for him. And due to his ego he decides he has discovered the holy grail of marketing and it will work for everybody.

The problem is that in most cases the guy was just lucky. He didn’t really know the fundamentals of marketing, outlined above. So his gimmick tended to have limited application and a limited life span.

So how will knowing the fundamentals help me, John?

First of all, you don’t have to go chasing the latest shiny object all the time.

But the main point is that to be successful in marketing, and not rely on luck, one has to know the fundamentals of marketing, and truly understand his unique situation with his industry and company.

Once you have that, you can next determine the correct message that best connects with your audience, and then determine the correct promotional media to use. Determining the best message will either involve surveys or other types of market research (like keyword research for instance), or doing AB testing until you get it right. Finding the right media will of course involve some experimentation. As I’ve said before in other articles, you can study what media your successful competitors are using, and then copy that.

If you’d like help working all this out for your company, contact us at 877-758-7797, or fill out the form here.