Checklist for Becoming an Innovative Small Business Marketer

By: Dan Kennedy on: January 5th, 2010 7 Comments

When clients retain me as a marketing consultant they’re actually paying for two basic things, experience and innovation. Experience can be gained in only two ways, through your own situations or by reading and hearing about other situations. Innovation though is a method of thinking.

The first thinking that I do when facing most small business marketing situations is to run through the same fundamental principles of success that govern all aspects of business.

One good source of such a checklist is the book ‘Think and Grow Rich,’ by Napoleon Hill and its thirteen principles based on commonalities discovered in over five hundred super successful business people.

Incidentally it’s worth mentioning that this book is a remarkable success story in itself in the publishing industry.

This book was published back in 1937 yet as recently as this year, Think and Grow Rich continues to enjoy healthy sales, the book is periodically re-issued in new editions, and in very recent years it has appeared on national bestseller lists.

You’re going to hard pressed to find another book other than the Bible that has stood the test of time as well. The obvious reason for this is simply that this book works. Its principles are valid.

Of course, most people think creativity and innovation is something that just happens. Somewhere an ad agency has a group of creative types in weird clothes with beards maybe smoking the funny stuff, locked away in a room, waiting for inspiration.

Actually creativity and innovation is a systematic process of checking off possibilities. To be a marketing innovator you should build yourself a checklist of basic success ideas and principles, such as those in ‘Think and Grow Rich’ to review each time you work on an advertising, packaging, marketing or promotion project.

Ideas like definite purpose.

What do we want to accomplish with this effort?

Going the extra mile, how can we give the purchasers perceived value much higher than cost? And other similar ideas belong on that checklist.

In my next blog entry I will reveal the second type of checklist you must construct in order to maximize your sales and profits.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    7 Responses

    1. …Although, as Dan said, had Napoleon Hill e named the book “Think, Work, and Grow Rich”, although more appropriately titled, it probably would never have sold anything nearly as well…

    2. Debbie Evran says:

      Here, here to Think and Grow Rich – just finished reading it – took me a while but only because each chapter gives you sooo much to ‘Think and Grow Rich’ about.
      I especially love the Self-Analysis Questionnaire. Its amazing how easy it is to go from one year to another without carrying out a proper review of business and services! Great article!

    3. Charles says:

      To be a marketing innovator you should build yourself a checklist of basic success ideas and principles, such as those in ‘Think and Grow Rich’ to review each time you work on an advertising, packaging, marketing or promotion project.

      What do we want to accomplish with this effort?
      Going the extra mile, how can we give the purchasers perceived value much higher than cost?

      this takes time to learn Dan. and once learned needs the guts to implement.
      thank you much

    4. Creativity is an important business asset. Creative synthesis, combining two separate ideas not previously combined (like peanut butter and chocolate), helps you attract new customers and rise above the fluctuations of the economy and the marketplace.

    5. Jim Rowe says:

      a good check list will help me write good marketing without the “oh god I have to come up with something” feeling I get as a small business owner thats new to the marketing of a business.

    6. Very modest, Dan.

      Yes, “Think And Grow Rich” contains many great ideas.

      But for any entrepreneur, business owner or sales professional to be without an extensive library of YOUR No B.S. books, newsletters, weekly faxes and other resources is absolute craziness.

      (Not to mention that Bill Glazer’s OUTRAGEOUS Advertising That’s Outrageously Successful is another phenomenal resource.)

      Thank you for continuing to crank out the money-making info, Dan!

    7. Entering the business world is not an easy thing because you must consider first the risk that you take. I suggest you to invest in a real estate business in mahopac homes.

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