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Marketing Is Everything … and Nothing
What is your core marketing message?
What if you built a railroad, and no one wanted to ride. You bought the land. You laid the track. You constructed the stations. And you went out and designed the very best passenger cars that money could buy. Everything was perfect, except for one thing. Nobody wanted to ride.
So what went wrong? How could this have been avoided? Simple, you started with the thing — a railroad — rather than the idea behind the thing -transportation. Everyone wants transportation, but maybe they don’t want a train. Could be that your train is too expensive. Maybe they would rather drive. How about a hovercraft?
So, if you started out with nothing, just an idea, just marketing, and you built your business from there, you would know that the railroad wouldn’t work before you bought your first parcel of land. Perhaps your prospects would prefer buses. Maybe you could go ahead and build those perfect train cars, you just need to sell them to other railroads that are already successful. But you won’t know anything until you figure out your core marketing message and determine if it resonates with your target prospects.
