The TC Success Marketing Philosophy
- In marketing you can’t have a one hit wonder. It’s creating the right combination of things and having them all work together. Build a process & platform where each thing builds on the next to make everything more effective.
- Don’t ask yourself about the product. Start with the customer. Ask yourself what does my customer want and why? How do they feel about what they need? How do we help them reach their goals? Then communicate that effectively.
- Successful marketing is like a successful relationship. If you are good at personal relationships you already know how good marketing works. Listen, respond, support, care, be honest, follow-through, and stay in touch so they’ll trust and like you.
- Marketing is an art and a science, applying both creativity and discipline. Create & measure. Creativity without applied discipline and measurement is art, not marketing.
- Tactics are the means to the end. Never start with the tactics. Choosing the tactics has to come after you’ve set the objectives and only as a means to attain them.
- Good messaging comes from the heart. The Latin root of the word “communication” means to “share, impart, join, unite, or make one with.” The translation of your product into a solution from your customer’s perspective has to mean something. Dig deep.
- Build your house upon rock. Do the foundational work up front. Invest the necessary time and effort in developing mission… strategy… positioning… targets… and measurement. Time spent here is like gold. Later when you are hurried and pressured you can bang things out fast, but if they follow the foundation, they’ll be good.
- Learn to say “yes” and learn to say “no.” Regularly evaluate and prioritize ideas and projects in relation to your goals. Not every program is of equal value, and some will surprise you. Estimate their impact on resources and revenue. Rank them top down from easiest to do with biggest impact, to hardest to do, least impact. Realign the plan incorporating the winners, and let go of the losers.