Crippled CEO Blog #152:
I have talked a lot about how marketing isn’t just logos and magazine ads — most of that is just advertising.
Marketing is everything people think about your business — the totality of their perception of you. This is why how much you charge and the quality of your customer service is part of your marketing.
Amazon has a feature that lets you search the text of all of the books that they sell. They spent a lot of time and money creating this additional functionality. This extra feature that Amazon offers, but doesn’t sell, is 100% marketing.
We sell removable mesh pool safety fencing online for homeowners who want to install it themselves. On our website, we have a step by step calculator where they can put in their measurements, pick their height and color, all of the other options, and everything they need will be instantly added to their shopping cart, ready to check out. That entire system is marketing our business.
If you are a barber, and you have an easy to use appointment scheduling tool on your Facebook page, that is marketing.
If you are a bank and you have tools that can help me calculate my mortgage or my investment returns, this is marketing.
These are things that make people like your company more. They tell their friends about them. They choose you over the competition because of them. These don’t feel like marketing in the traditional sense, but they are.
You can market yourself by making funny videos that make people like you more. You can market yourself by having cool, creative packaging. You can market yourself by having amazing customer service. But you can also market yourself by being extraordinarily useful in a unique, innovative way. Make life easier for your customers, and they will choose you every time.
(Do you know who was extraordinarily useful last night? Your mom. Your mom also gets a text from me every Sunday with a link to the latest blog post. Send a text to 561-726-1567 with the word CRIP as the message to get a link to the blog as soon as it’s up.
Did you know that I have a YouTube channel now? I do! I am putting up two videos every single week. Go search for Crippled CEO and you’ll find me. I would appreciate it if you subscribed.)