| Success in business isn't about always
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| | options as possible. Include basics like
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| knowing what will work ahead of time.
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| | direct mail, telemarketing, email, etc.,
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| It's about taking action, paying
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| | and then continue with more cutting edge
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| attention to what does work, and being
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| | approaches.Now, run down the list. Which
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| flexible enough to adapt and change.When
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| | options are inexpensive or free? Since
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| it comes to marketing tactics like direct
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| | they are less risky, you have nothing
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| mail, print advertising and
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| | much to lose by trying them.A few good
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| telemarketing, the harder you try to pick
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| | examples would be telemarketing
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| a guaranteed winner, the longer it will
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| | (cold-calling), sales letters, speaking,
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| take you to actually get your marketing
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| | submitting articles to local media, etc.
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| off the ground and where it belongs-out
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| | These are relatively easy to implement,
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| into the world.Planning is critical, of
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| | take little or no money, and can at least
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| course, but analysis can too easily
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| | start getting the word out while you work
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| replace action. A sales letter is never
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| | on more complex marketing tactics.Next,
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| quite perfect enough, a mailing list
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| | group the choices that may be more
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| never as long and accurate as it could
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| | expensive or time consuming. Of these,
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| be. In the search for perfection, for
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| | which have the greatest potential for
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| guaranteed results, nothing happens. You
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| | sales and can be rolled out quickly and
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| overanalyze your options, hoping to
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| | in small tests?Your experimental
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| choose the one "right" approach. When you
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| | marketing plan will have most or all of
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| finally pick "the sure thing", you put
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| | the tactics from group A, and as many
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| all your resources into that one tactic.
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| | from group B as possible, starting with
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| If you get really lucky, it hits. But
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| | the least expensive to test.The point
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| that approach is closer to gambling than
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| | here is to avoid blowing your entire
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| it is to running a business.No matter how
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| | budget on 1 or 2 tactics without having
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| perfect you try to make your marketing
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| | first considered all your options and
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| tactics and materials, you'll never know
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| | tested as many methods as possible. Of
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| how good they are until they are released
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| | course, the results from some approaches,
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| into the wild. The point to marketing is
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| | like writing articles, will be very hard
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| not a perfect ad, but your response and
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| | to measure in the short term. But, since
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| sales from that ad. Until you actually
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| | these tactics take so little time and
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| test each marketing tactic, you will have
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| | money, you can afford to automatically
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| absolutely no idea what will work.Think
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| | include them as part of a much larger
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| of yourself as a marketing scientist.
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| | long-term marketing plan. A direct mail
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| Your job is to discover a successful
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| | test, on the other hand, should generate
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| marketing mix by trying a lot of
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| | concrete measurable results almost
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| different approaches, tracking results,
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| | immediately in order to justify rolling
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| and keeping what works. You start with a
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| | out a larger campaign.By Marcus Schaller,
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| hypothesis (target market, target
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| | Managing Editor of Purple Dot Magazine (
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| message, offer, etc) and test it using as
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| | a free online publication covering
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| many variations as you reasonably can,
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| | marketing, sales and public relations for
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| depending on your budget and
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| | small businesses and self-employed
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| schedule.Before you fall in love with any
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| | professionals.
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| one approach, list as many tactical
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