Marketing fundamentals for the entrepreneur

I am currently doing a course through one of the top marketing professors in the world. You can read more about Professor Mark Ritson and his superb mini-MBA programme in Marketing here. I won’t be overstating it if I say it is an eye opener. It has also been quite a reality check! Professor Ritson…

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Why entrepreneurs should do market research

When last did you research your market? When last did you test your assumptions? When last did you [just] ask questions? No selling. No “marketing”. Just questions. Many business owners are frustrated because they are unable to get into the room with the key decision-maker. They send emails; make phone calls – and get nowhere.…

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The customer is king. So what?

We all know that the customer is the most important person in our business, but the words ring hollow because we don’t know what we mean when we say this. Really, what do we mean? Sure, it is the customer that pays us, so that makes them important. It is the customer that buys from…

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How fast is your business?

As a marketing consultant I get to spot a few business trends as well, like this one: many South African entrepreneurs move too slow! It’s a simple truth: the slower your business goes, the greater the chance that whatever revenue lift it has can be lost in an instant. It’s easier for the competition to…

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What’s your marketing problem?

If people are not buying from you, what does that mean? Five potential issues come to mind: A demand problem, namely whatever you are selling, no one wants it. They don’t see the benefit. A value problem, meaning whatever you are selling, the upside doesn’t outweigh the downside. The cost is more than the benefit.…

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Why your face should be on your marketing material

Let me give you a marketing tip that will have a direct, immediate and positive impact on your sales. Guaranteed. Is this more marketing B/S, you’re thinking? Not at all! It works like this. Stop hiding. Show your face! I see this over and over. Business owners don’t show face. They hide. On the company…

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