Help Me Write a Book!
In 2003 I wrote the Entrepreneur’s Notebook. I had no illusions of winning a Pulitzer prize. I simply wanted to create a workbook I could use with my clients, and perhaps sell a few more along the way.
A few days ago, I opened the last box of 50 from the first reprint. Two things occurred to me:
- Somewhere in the world there are more than 900 business owners with a copy somewhere in their office, hopefully filled out.
- It is time to work on the second edition
As I get ready to review the contents, I know there are things I want to change, sections I want to add, especially about using social media as part of your marketing mix. Clearly this was not on my radar screen five years ago.
But in the spirit of Social Media, I would like to make this next edition a collaborative process. So periodically, over the next few weeks, or months, (however long this takes,) I am going to post sections of the book. I hope you will add your comments, suggestions and ideas. And if I include your content, which in many cases I am sure I will, you will be listed among the collaborators in the forward of the book and on on-line.
Interested? I hope so! Here is the first topic – just as a warm up:
If you boil marketing down to one phrase or concept. What is your most important marketing rule?
I posted this same request on Smaller Indiana, and have already started to receive a few comments. So I guess we are ready to get started.
Here is the original introduction. What is Marketing:
What would you add?
What Is Marketing?
I have seen many definitions of marketing, but my favorite is this one: “Marketing is a social process by which individuals and groups obtain what they need and want.”
What appeals to me about this definition is what is missing. As you read this definition you will notice there is no mention of selling, advertising, promoting, or any activity on the part of the product or service provider.
This definition is about the customer, their wants and their needs. It captures the very essence of what marketing is really about, the customer!
Marketing is a process used to make a connection between your product/service and a potential customer’s needs and wants.
Good marketing will make the consumer revert back to childhood days and cause the reaction equivalent to the effect that Tickle Me Elmo, Cabbage Patch Kids, Nintendo, and SpiroGraphs had on them.
Good marketing will make consumers start budgeting for your product or service.