A Primer on Primacy:
Successful Marketing for the Entrepreneur
Or Getting Down to One
This primer offers a combination of tips and principles and well-known and empirical examples of successes and failures to help those who need marketing but don’t specialize in it or have an affinity for the discipline. Primacy is a process and a product that is the key to getting unstuck and producing successful marketing.
Introduction
When the subject arises, most business people and entrepreneurs will declare that marketing and advertising are critical to success. Unfortunately, deeds frequently belie the words. In budget, focus, implementation (content, style, delivery), and results, the majority of small businesses do not invest in marketing commensurate with its recognized importance. Some actually do no significant marketing and state such reasons as “not enough time, advertising doesn’t really work (on me), tried it once and it didn’t work, no money, don’t want people to think we need business, we’ve been working on it (for years),” and the ever popular “we talk about it regularly.” Still others dip their toes in almost every advertising pool, or their messages are boring, fixate on next day sales, or copy the leaders in their category. The task is made more daunting by virtue of the fact that marketing requires an interesting yin/yang combination of art and science, left brain/right brain. Some science-oriented business people see it as mumbo-jumbo that is either useless or can be performed by anyone. On the other hand, some art-oriented folks believe that gut, instinct, and creativity are all that matter. Non-marketing professionals who only see their own yin (or yang) could use some means of developing effective marketing.
This handbook offers a combination of tips and principles and well-known and empirical examples of successes and failures to help those who need marketing but don’t specialize in it or have an affinity for the discipline. Primacy is a process and a product that is the key to getting unstuck and producing successful marketing. To order, please email.
