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.