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Brian Tracy! Art of Marketing! Military principles in marketing strategy

Art of Marketing

Chapter 13. Military principles in marketing strategy

To have the highest income,

you have to be the best. – T. Harv Eker

The most important skill you possess

as a marketer is the ability to think ahead of your competitors.

Each idea gives you an edge,

allowing you to think differently

and better than others.

There are seven key principles of marketing strategy

that you can use to improve your marketing activities.

“All successful people have a goal.

No one can get anywhere unless he knows where he wants to go

and what he wants to be or do.” — Norman Vincent Peale


Principle of goal

This is the starting point of a marketing strategy

and perhaps the most important part of it.

We have already said that the most important word

in successful business is clarity.

You must be clear about the goals

and objectives of each of your marketing efforts.

Sketch it out on paper.

Outline the clear goals of your plan and organization,

the costs and resources needed to carry out your marketing activities,

the financial results you anticipate or desire.

Keep calm.

Set benchmarks against which to compare your own performance.

Remember: “You can’t hit the target if you can’t see it.

What can be measured gets done.”

Clearly define your marketing goals,

attach numbers and dates.

Then keep working hard to hit those numbers

and improve your performance.

Definiteness of purpose is the starting point of all achievement. — W. Clement Stone


Principles of general attack

Napoleon once said,

“There is no great victory like deffence.”

To be successful in marketing,

you have to “attack continuously.”

You have to try new things

and get rid of old ideas

that don’t work anymore.

This seems to be a direct relationship

between the number of new ideas you try in marketing

and the likelihood that you will find the ideal way

to present your products and services

to attract more customers.

Beware of the temptation of the “comfort zone”.

A lot of people use a marketing method

that gives them little success

and soon get so caught up in it

that they resist change at all costs.

Don’t let yourself fall into that trap.

You need to keep looking for ways

to improve your marketing results.

And there is always a way to achieve this.

Your task is to find them.


The majority rule

By focusing your forces on the enemy’s weak points,

you will win a glorious victory.

The ability to focus on your most unique message

and target your best customers is key to marketing success.

“Stay focused,

go after your dreams and keep moving toward your goals.” — LL Cool J


Principles of rehearsal

Maneuver – a military term that means moving faster

and always being ready to try different approaches

and methods of attack.

In marketing,

we use the term rehearsal to mean creativity

and innovation

– finding better,

faster and more engaging ways to communicate

with customers and get them

to buy a product or service.

Practice zero-based thinking.

Ask, “Is there anything in the marketing efforts

I am undertaking that makes me rethink?”

Preparation will help you reach a higher standard.

Be prepared to discard marketing methods

and techniques that worked in the past but no longer work.

Researching the advertising and promotional activities

of your most successful competitors or non-competitors

is a great way to increase your creativity in marketing.

When I started writing copy for a large company,

I spent a lot of time researching the most successful ads

and the most impressive copywriters in history.

You will be amazed at what you can learn

from the successful efforts of others.

If you want to change the visible,

you must first change the invisible. — T. Harv Eker


Principles of coordinated effort

In the military,

a coordinated effort means combining all forces simultaneously

when attacking the enemy.

In business,

it implies teamwork.

In marketing,

the idea of a concerted effort refers

to working closely

with the people involved in the marketing effort,

from the people who developed the initial product

or service to the salespeople and customer service agents

who directly talk to customers after they purchase

and use a product.

Alfred P. Sloan,

the great executive who founded

and built General Motors

into one of the biggest companies in the world,

used to disappear from the office for a week a month.

No one knew where he went, and when he returned,

he said nothing.

It was later discovered that Sloan had driven several hundred miles

from Detroit to a General Motors car dealership to work there.

He spoke and interacted with customers,

receiving candid opinions and comments on the strengths

and weaknesses of current General Motors products.

Sloan then returned to the office

with this information and always had more information

than his other executives,

so that he could run GM with informed design

and marketing decisions.

An important part in the group activities

is taking care of your customers.

Encourage feedback (thinking and feeling)

from them about your product or service.

I have conveyed this concept many times:

Customers will make you richer,

if you ask them enough questions

and listen to the answers.

You should engage everyone in your organization

who is relevant to your customers in any way,

and continually elicit feedback

that helps you communicate with your customers more effectively.

One idea may change the outcome of your marketing activities.

You can’t climb a smooth mountain. ― Zig Ziglar


Principle of surprise

In the military field,

every great victory is the result

of the process of doing things

that the enemy did not expect.

During World War II,

the Allies landed in Normandy

when they were supposed to appear in Calais.

The Germans who attacked

from the Ardennes forest were extremely dangerous and difficult

when they were supposed to attack from the far North.

Apple launched the new iPhone around the world

and caught both Nokia and BlackBerry completely off guard,

resulting in an inevitable “failure” in the mobile phone market.

What marketing strategies can you implement

to completely surprise your competitors?

What message or product or service can you offer

that will keep potential customers interested in you?

The mind is just like a muscle,

the more you exercise it,

the stronger it gets and the more it can expand. — Idowu Koyenikan 


The Principle of Explosions

In the military,

the term refers to the strategy

of continuing to utilize full force

when a breakthrough is achieved.

In marketing,

it refers to capitalizing on any breakthrough

you’ve just made in the market

through a stellar marketing effort.

When it comes to delivering a marketing message

that has the potential to deliver extraordinary results,

double or triple the speed to take full advantage

of your new position

in the market.

Remember that your opponents will counterattack

very quickly and fiercely,

so don’t waste even a second

when achieving success.

Think of yourself as a general in command

of your “marketing forces”.

Constantly thinking about ways you can leverage

and repurpose resources to win the “marketing war.”

For the best return on your money,

pour your purse into your head. — Benjamin Franklin

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