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If there is one bit of advice I can ever give you, whether it be about
marketing or business success in general, it is a quote from Russell Crowe in
Gladiator:
"On my mark, unleash hell."
Yes, you might have heard one or two other marketers quoting this very same
line. And with good reason. That one line epitomizes the very core of what all
marketing programs teach you. Here's a break down:
* Find your target
Pick a market that is favorable for approach. It doesn't have to be the
perfect idea, just one that works on paper, and most importantly,
something that you know you can do while maintaining interest.
* Prepare your approach
Mark out the main spots – what sort of advertising mediums can you use?
What is your budget? What is your exact strategy for each medium? No
need to go into excruciating details, but you should know, for example,
your allocated monthly budget for your PPC campaign, your target
keywords and the expected cost-per-click for each keyword. This will at
the very least help you monitor your advertising and tune it based on the
results.
* Intense marketing
There are two different approaches in this regard. Use the first one if you
can afford to spend a lot of money on traffic, use the second if most of your
advertising budget will be paid for by your business even at the start.
- All-out marketing, pulling out all the stops at once, complete
blanketing of your target market
- Slow build-up, tackling different advertising mediums one by one,
building to crescendo effect where at the end, you replicate the
effect in the 'all-out marketing' technique.
Taken by itself, the term 'unleash hell' is also used to describe another
valuable business lesson:
If you have a product, or a business idea, or a service to sell, GET IT OUT
THERE! Take your business to the market first, worry about refining and
managing later.
Essentially, don't wait months to find the perfect idea. Pick an idea that's
good enough, and launch your business. If you are a resume writer and want to
sell your services online, throw up a website, put up your basic contact and
payment information and BEGIN PROMOTION.
Too often people wait too long until they have the 'finished' product before
starting their marketing campaigns. A newcomer shouldn't waste their time like
that. The product will be developed along the way through customer interaction
anyway. On the other hand, there is no way you'll make any money without
traffic. So go get that traffic, and 'perfection' will come in due time.
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