Your Marketing Sucks

Lately, in an effort to try and kill two birds with one stone, I have been listening to books on CD while driving to and from work. Your Marketing Sucks by Mark Stevens is the latest book I’ve listened to and it’s an absolute gem.

Stevens, who runs MSCO, Inc., provides a very straight forward and brunt synopsis of how most people attempt to market their business and, in the process, how most people screw up their marketing.

It’s not cheap to market your business or product, and Stevens gives plenty of ideas of how you can get the most bang for the buck.

The most important thing I took away from Your Marketing Sucks is how important it is to put together an all encompassing marketing plan. It’s not just enough to advertise via TV or radio commercials (as a side note, you also learn that marketing and advertising ARE NOT the same), but that you have to create an effective plan that uses all applicable forms of marketing for your company.

For example, you may write several press releases in the hopes of getting free marketing in a local newspaper. Once you have secured a story in the local paper, you go ahead and buy advertising space in the business section. This way, the press release will add validity to the advertisement; anybody can pay to advertise, but this business has an ad AND the paper wrote a story about them.

Essentially, it’s all about figure out what works together and will help you effective get your name and product out in front of the people most likely to become your customers.

After reading (or in my case, listening to) this book, the ultimate goal for your marketing plan is to get more than $1 in business for each $1 you spend in marketing. Sounds simple, but a lot of people forget the purpose of marketing is simply to help you make more money.

All in all, this is a great resource for someone who is trying to put together a marketing plan for their business or for someone who’s a marketing pro and just wants a different point of view.