Why Most Marketing Doesn’t Work

You must have heard the famous quote about marketing. The one that goes “I know that half of my marketing works. The trouble is I don’t know which half.” 

If the truth be told, it’s probably much less than half.. 

Not because marketing doesn’t work. But because companies fail to get to grips with the real purpose of marketing in their organisation. 

You see, unless you are a market leader with a massive marketing budget, marketing is not about awareness building. it’s not about creative ads that make you look good. 

It’s about building the relationship to the point where the value of the investment outweighs the risk.

It goes without saying the greater the value, the stronger the relationship that is required. 

But for any relationship to happen, someone has to make the first move. 

So let’s look at things from a completely different angle. 

Think back to the very first time you met your partner. How did you get their name? More importantly, how did you manage to get your second date? 

So now look at your marketing communications. Are you giving them any reason for them to tell you their name in the first instance? Are you getting the opportunity to get a second chance to build the relationship?

We have all heard about love at first sight. Eyes meeting across the room. A whirlwind romance. A lifetime of happiness. 

And whilst that can happen in marketing, it’s a rare occurrence. 

Persistence is the key. But if you never get a name, number or email address, what chance do you have? 

So here is the question you have to ask. 

What can you do to your marketing to get the contact details from more of your prospects? 

Then it’s about demonstrating the immense value you can offer your client and the reason why they should do business with you above everyone else.