BusinessPublic Affairs & Public Relations

A few reflections on marketing 

A few quick reflections…


  • An easy, and dangerous, trap: selling to everyone! That kills sales, unless you’re already at a huge scale. Yes, Starbucks, Microsoft, etc, market to the planet. They didn’t start there. First they focused on a niche, on quality service. Build the relationship, the connection, a reputation for expertise and quality. When we find our gift, our marketing sweet spot, business will grow. Slowly but surely, growth. In Steven Covet lingo, when you focus on your area of influence, our area of influence grows. The
  • I like feeling special, connected and cared for. There’s a cafe close to home where I talk with the owners, they ask about my family, they suggest coffees based on knowing my tastes. Clearly, they do a great job communicating appreciation to me. And I’ve become an evangelist. 
  • Marketing power comes with knowledge. Yeah, perhaps a bit cliche, but hear me out. First element: expertise. Whether it’s a specialized real estate niche, coffee and pastries, burgers…It can anything. Second: know thy customers! What do they like, what makes them happy, what they hate; you get the picture. Lastly, with both bits of power, build marketing tools to grow that connection. There are so many great customer/client relationship tools out there which let you build specialized communication plans. Spend time building out those tools, knowing them, using them to make your customer’s lives better. 

That last line is the key: “make your customer’s lives better”. Every action needs to push that way, drive with that focus.