The 7 Minute Mentor

512 - What is Marketing , Really?

October 10, 2018

Hey, what's going on? Welcome to Episode 512 of The 7 Minute Mentor with me, Mark Asquith. Today I'm going to ask you the question. What is marketing really? As a founder, someone who starts their own business, or even someone that wants to work their way up in a business, you really have to understand the role that marketing plays. It sounds like a really simple question, but I actually believe that many people working in marketing have forgotten what the point of it really is.

So I'm going to talk about that today as part of this month's talking about why you, as a founder, need a real solid grasp. Why you need to be at the centre of your marketing. So I'm going to do that in just one second. But look, just a quick reminder, I'll be live on Friday of course. 4:00 PM UK, 11:00 AM Eastern, 8:00 AM Pacific, giving you my free coaching Fridays. Usually around a 30 minute session or so. And what I invite you to do is ask me a question, and I will help you to define it, to challenge it, and to conquer it. It's a free session, you don't even have to register for it. But if you want to ask me a question, I invite you to do so at Excellence-Expected.comree-coaching, and then come along to the session on Friday where I will pick that up. I hope to see you over there.

Also, what are you really doing to make money online? I mean, really? Most people say that they're really busy. Most people that they're doing all they can when it comes to trying to make the most amount of money that they can from their audience online. But what tends to be happening is actually that they're not, because they're not doing high quality email marketing. And that's what I want to help you with.

I've partnered up, as you know, with the guys at AWeber, which means that you can get a 90 day free trial of their platform completely risk free, and you can start to monetize that audience that you've got. So I want you to go and check that out as well. Go get a 90 day free trial. They've got a pile of content, pile of resources and courses as well over there. So go and get all of that good stuff. Excellence-Expected.comWeber.

Now this sounds like a really obvious question. But what is marketing? I mean, really, what is marketing? And I'm completely of the opinion that even meany people in the marketing don't really understand what this is. And especially in the context of being a founder or working in a small team. I think so many people have forgotten why marketing exists. What are we actually trying to achieve? And that's what I want to address today with you, because it's very, very important that you understand it.

And to be clear, marketing is not about the tools. Marketing is not about the latest pieces of software. Marketing is not about putting amazing content that does absolutely nothing. No, marketing is actually about just a small number of very key and specific things. Number one, marketing is just about articulating all of the benefits, all of the "what's the point" behind your brand, your business, your platform, or your product. It's letting as many people know who may be interested potentially in what you can do, letting them know that you exist, and why they should start to delve into your ecosystem to learn more about you.

Number two, marketing, to be really clear, is not sales. Marketing is about supporting sales. It's about creating the conditions to generate sales. Okay? It's about creating the conditions to generate sales. Now if you work things through via an email list, so if you're marketing, if one of your big goals and calls to action is to get people on email lists, the next part of your marketing has got to be able to get people through to wanting to make that sale. Giving them an easy way to make that sale. Marketing is not sales. It's a way of creating the conditions within which sales can happen. Okay?

As a founder in the early days, you're going to have to do all of that yourself. That's what we had to do here at Podcast Websites, it's what we had to do at HACKSAW back in the day. It's not easy. You've got to understand that you are a marketer and thus it's not just about doing the marketing. It's about becoming a marketer. And I've said this before, if you sing on Karaoke, you are singing, but you are not a singer. If you play golf, you're playing golf, you are golfing, you are not a golfer. There's a very big distinction between doing something and being something, okay?

And that is a distinction I want you to start to understand. That you have to become a marketer, to not just do marketing. Because those that do marketing, well, they'll send a few tweets out, they'll schedule one post out a day. And then they'll wonder why the numbers aren't increasing. Why are all these numbers that I want to increase not going anywhere? It's because they're not being a marketer. They're not thinking like a marketer. They're not thinking as a consumer would or a prospect. All they're thinking is "well that's my job, done for day. That's the thing that I need to do, done. And I can tick it off my list and move to the next thing."

But then suddenly the numbers don't change. As a founder, you can't afford that. That is quite literally cash out of your bank. You're leaving money on the table by thinking that you need to do marketing and not that you're a marketer. So the point of marketing, like I said, is to illustrate every possible reason that someone may want to use you, your product, or your service. It's to show them how easy it is to get involved in that product or service. And it's to create the conditions within sales can happen. Within which sales can manifest. That is the goal of marketing. It's to communicate with your prospects.

But also, when people have become your customers, it's to communicate with your current customers. Marketing does not stop just because someone has paid you for something. It's actually begins in earnest the second that they become a customer. Because your job then is to market so well to them, that they will never, ever not be a customer. Okay? So consider that. Consider all those things. I want you to start thinking of yourself as a marketer, not as someone that needs to do marketing, but as a marketer.

I'm going to continue that thread tomorrow guys, so don't worry, I'm not going to leave you in the dark about how to do that. So we're going to dig into that tomorrow, but I just wanted to put that mind set shift across to you, okay? So I'll see you tomorrow. Thank you so much for joining me. So until then, never forget, the more you expect from yourself, the more you will excel.