Look! A Shiny New Object

New tools are attractive, but systems produce better outcomes. (Wikimedia Commons)

I don't know of any "quick fixes" in marketing. But I know that everyone wants one.

People charged with "doing marketing" seem to search for the shiny object of the day in media. New tools are attractive, but systems produce better outcomes.

Focus your attention on developing a process of marketing rather than working to find a new marketing tool.

It's difficult to go wrong by first building awareness. Your target market (not a poorly defined mass of people) must be aware of the problem solution you offer. It's hard to purchase something that is unknown.

Building brand awareness for your product or service is necessary but not sufficient. The required next step is to build "intent to buy."

The primary goal of attempting to affect consumer behavior is to create an intention to purchase. How does a marketer achieve buying intention with only a tool? We must develop a system to help the consumer discover the "Aha" moment of "I need to buy that product!"

A good marketing system begins with "I didn't know this product existed."  The system ends with "I need to tell everyone I know about this."

Leave the toolbox behind. Build a system.

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

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