A "Thoughtless" Approach to Marketing

Source: Rain Today

In this article, author Michael W. McLaughlin explains that traditional “thought leadership” strategies — such as publishing articles and books and speaking at industry conferences — can be highly effective. But they're not for everyone. A marketing strategy won't be successful unless you enjoy working on it.

Successful services marketing, McLaughlin says, is based on a single idea: “To generate productive client conversations, the marketer must have something to say and someone who wants to hear it. So the first job of the marketer is to create a compelling point of view on the issues facing clients.”

With that in mind, there are dozens of ways to start the conversation. One very successful practitioner, for example, is considered a leading authority by many in his field even though he doesn't publish or give speeches. Instead, he sits on the board of a prominent local charity, leads special projects for his trade association, and serves as an adviser to an influential civic organization. As a result, he stays in touch with colleagues and clients, establishes new relationships, and generates referrals.

Before you attempt any marketing strategy, McLaughlin suggests that you ask yourself three questions: “First, will this marketing tactic reach my targeted market? Second, can I effectively execute this tactic or quickly learn how? And third, do I want to try it?”

For the complete article, click here.

From Rain Today, www.raintoday.com.