I have just started to read Bright Marketing. Normally I would put a review up once I have finished but last night I read a section that made me think:
The question the author Robert Craven poses is "What is Marketing?" which he answers and then asks for further thought by asking 4 questions.
First the three definitions:
Textbook definition:
'Identifying and satisfying the customer needs profitably'
Slight better:
'Marketing is about deciding what customers' business you want to win .....against whom.....and how.'
So at its core we can say:
'Marketing is seeing your business through your customers eyes.'
This is saying that your business will be judged by your customers, through their interactions and dealings with your business - from walking through the door (or website) through to paying and, hopefully, recommending you to others.
The four questions that are then asked are (which I believe form the basis of the rest of the book):
- What problem does our product or service solve?
- Why should people buy from us?
- What benefits are we offering that our competition doesn't offer?
- If we aren't offering additional benefits then why should people buy from us at all?
I hope that here at Clark & Taylor you feel that we provide non-biased advice,support and implementation for the control and development of your business. Ultimately helping you gain the profits (monetary and otherwise) which you deserve. Oh...and speaking our minds too.....something most people refrain to do.
I'd love to hear from on how you think your customers see your business and if your dealings with us make you agree with my definition of Clark & Taylor. Mail me
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If you can't wait for the full review of the book then you can purchase at amazon here. |
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 All Marketers Are Liars - Seth Godin
All Marketers are Liars (by Seth Godin) is a title that at the very
least is intriguing and is on my current reading list. I have read
'Purple Cow' by Seth Godin and really enjoyed this....in fact writing
this review I will probably re-read next and put a post up after.
The main thrust I am taking from this book though is that 'Marketing'
has changed from traditional advertising to story telling (with the
caveat that the story must be authentic!). There are plenty of
examples of both new and old, and of the mistakes that are being made
in the authors view.
Although the book reads as though written for a B2C company most if not
all the ideas are transposable for business to business marketing.
The synopsis reads.....
"All marketers tell stories. And if they do it right, we believe them. A
good story is where genuine customer satisfaction comes from. It's the
source of growth and profit and it's the future of your organization.
This is what makes it all work: a complete dedication to and embrace of
your story. In "All Marketers are Liars", Seth Godin shows how to
discover and tell brilliant, authentic stories that will set you and
your products or service apart from the competition. What's your story?"
Overall I am glad to have read the book. There were a few too many
examples in certain areas, although the author was obviously trying to
make a point. It is a fairly easy read, many of the examples are US but
most were well known companies or small businesses that are explained.
I have definitely taken something useful from the book and reinforced
other ideas I have already read or formed.
The book is available on amazon here currently priced at £12.86 (a saving of 13p from the cover price! )
If you do get a chance to read it I would love to know what you thought....drop me a mail at
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Justin Halfpenny
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