Great Advertising Precedes Great Research


It’s not difficult to turn up a marketing pro who will tell you that the three most important things to do to market anything successfully are to test, test, and test. That is a pretty good advice. But it is unrealistic for those with resource poverty, who cannot shell out big bucks for sophisticated research.

The big secret is that you need not shell out any money to learn about your market. If you know what to look for and where to find it, you can obtain critical information for nary a cent. Here below are some of the things you might want to find out:

  • What should you market – your goods, your services, or both?
  • Should your marketing feature some sort of price advantage?
  • Should you emphasize yourself, your quality offerings, your selection, your service, or merely the existence of your business?
  • Should you take on your competition or ignore all competitors?
  • Exactly who are your competitors?
  • Who are your best prospects?
  • What income groups do they represent?
  • What motivates them to buy?
  • Where do the live?
  • What do they read or watch or listen to in the way of media?

The right answers to these questions can prove invaluable to a marketing effort. The wrong answers, or no answers, can prove disastrous. Do what you must to get the right answers. In most cases, great advertising is preceded by great research.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Investing in Success


To get profit without risk, experience without danger, and reward without work is as impossible as it is to live without being born. Succinctly, there is no success without sacrifice. But is sacrifice bad? Like many words, the word “sacrifice” is misunderstood. To most people, sacrifice means giving up time or money, or enduring hardships, or doing something unpleasant. Now, it is true that sacrifice may mean those things. But that is only half the definition. The other part of the definition, the one that is almost always overlooked, is to gain something even more valuable.

The complete definition of sacrifice is give up something of value – money, time, or energy – to gain something of even more value – more money, a higher standard of living, better education for the kids, or other valuable considerations. Sacrifice means give up a little now to receive more later.

Sacrificing then means investing. We give up something today so we will have more of something tomorrow. Anyone who wants to achieve maximum success must be willing to sacrifice or invest now for reward later. To validate this point, consider the following:

  • A majority of people reaching age 65 have little savings, investments, or other valuables – this after spending 45 adult years in the richest society ever known. Had these people in poverty and near-poverty invested only ten percent of what they had earned in one of hundreds of “sure” investments, they would be very well off financially, and the social security system could be phased out completely.
  • Many young people feel that 35 0r 40 hours a week is all they should work. Being asked to work more than that is such a “big” sacrifice, many try to find another job.
  • Millions of people performing tasks that are rapidly being taken over by robots and computers think it’s too much of a sacrifice to learn new skills that are increasingly in demand.
  • Rather than invest part of what they earn, millions and millions of people give way to temptation and buy things on a certain plan.
  • And millions of students, rather than sacrifice and really learn a subject, use every conceivable technique to pass a course except to learn the material.

On the positive side, there are some people of all ages to be commended for their willingness – and good sense – to sacrifice. Sacrifice is an investment that means more than just money. Sacrifice means deep satisfaction in helping others to find joy in this world.

Happiness, achievement, money, promotion, reward, love, and anything else of value are gained only through sacrifice. Make sacrifices. They eventually lead to success.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.