If your marketing isn’t creating change, writes Eric Fletcher in Four Cornerstones of Effective Marketing, it’s not working. If it’s not sparking some type of action – the transformation of targets into a clients, additional work for existing clients, a greater awareness of your practice, or a deeper devotion to your brand – and doing it over and over again, your marketing simply isn’t doing its job.
When you wonder about what your marketing strategy should look like — when you set out to determine whether a particular tactic or a “new opportunity” aligns with a defined approach — remember what gives rise to new relationships that endure is the instigation of an awareness that differentiates, the creation of valued experiences, and the facilitation of dialogue.
Fletcher’s post lays out the four cornerstones of an effective marketing plan, one that will instigate action and bring about change, one that will drive success, one that will get you from where you are today to where you want to be tomorrow. Read it, then get started. You’ll be glad you did.
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