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.