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I’ve made a pastime and fortune of “EXPLOITING” markets better than my competitors. By that I mean I’m always looking out for a product or a service that is doing “well” in spite of the quality of the marketing.

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Alright!

Right now, I’m going to reveal some marketing tricks that I have never revealed before that are going to upset a few people. Firstly, I don’t really give a toss about that, but secondly after all, ALL marketing relies upon tricking people in some way, if not blatantly, at least subtly.

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OK, no more lectures for now. Even though the statement above is ridiculous and it’s one I expect to hear from people who don’t know any better. Just for the record, product is the last thing you should be thinking about. It always was and always will be the market first. Find out what they want (in good numbers with money) and give it to them.

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And judging by some of the conversations I’ve been having lately, some who should know better are allowing their EMOTIONS to affect their business decisions and as a consequence dramatically adversely affect their financial future.

The success of a business is closely related to how much…

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No doubt about it. If you only learn one thing from me, I hope this idea will be it.

Let’s talk about what a “need” is. You see there are different levels of “need” someone can have. The first level is the basics of life. You know, food, clothing, shelter, paying taxes, etc. The things we all need to deal with on a regular basis, things needed for our survival.

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There’s been a big response to my “grumpy and frustrated” nudge last week. All of it positive and taken in the manner it was meant. However, even though I got to lay around a pool at a resort in Phuket, sipping cocktails and being molly coddled by copious amounts of staff who it seemed their only purpose in life was to make you smile, I’m still grumpy.

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I’m feeling a bit grumpy and frustrated this week, my insistent nagging in various directions is obviously not worth my trouble. You see I’ve basically had a week of client consultation and critiqueing ads and sales letters. What with being away for nearly 2 weeks, coming back and going away again, and then coming back and going away AGAIN after that, my days are naturally full.

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The good news is the resentment and criticism will mostly come from people who don’t count. With a few exceptions it’s not going to come from your customer or your prospects, it is going to come from your spouse, mother in law, next door neighbour, employee, competitors and your peers.

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Entrepreneurs, by nature, instinct, conditioning, competitive spirit are very into “more”. So are sales professionals. More gross revenues. More sales. More customers or clients. More web site traffic. More leads. Even more square footage, more employees.

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Only yesterday I was chatting to a fellow I’ve bought quite a lot of antiques from, he couldn’t get over how good things are. “As fast as I can unload the containers and clean the stuff up, it’s rushing out the door, and I can’t remember business being better.”

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