Mind Over Market

The Man Behind the Mind-Set

Cultivating a marketing mind-set in your business isn't just a good idea--it's a necessity, according to marketing guru Jay Conrad Levinson, co-author of Guerrilla Marketing in 30 Days . Levinson weighs in on some key points about developing a marketing mind-set:

How does having a marketing mind-set make a difference?
A marketing mind-set helps you have a realistic perspective of marketing opportunities and realistic expectations of what marketing can and cannot do. Without that mind-set, running your business is like walking through a smoky room--it's hard to see what you're doing. But with a marketing mind-set, things fall into place more easily.

How can a business owner get his or her employees to think more about marketing and recognize opportunities?
The way to get all your employees thinking about marketing is to make a marketing plan. Get your employees to contribute. If they feel involved in the creation of a marketing plan, they feel a sense of participation and will help it come to life.

How can you make sure that the marketing mind-set sticks?
You can't have a wonderful, knock-'em-dead meeting with your people and then think it will "take" from there. Unless you refresh your marketing mind-set on a regular basis through meetings and training, it will die on the vine.

What's the most common mistake companies make when trying to develop a marketing mind-set?
One pitfall is lack of commitment. At the end of the month, they've been doing all the right things, but they don't see any real results and say "Well, maybe we're doing it wrong, so let's start again." If they had waited a couple more months, they may have seen a barnburner of a campaign. Commitment is what really makes marketing work. Mediocre marketing with commitment works better than brilliant marketing without commitment.

Words to Live By

Inspire your commitment to marketing by keeping this Guerrilla Marketing Creed where you can see it and refer to it often:

  • I am committed to marketing. I will always think of my customers' needs and desires first, and shape my business, products and services around them.
  • I will approach my thinking creatively, using my talents and all available resources to develop the best solutions for clients and customers.
  • I will always strive to improve my marketing knowledge, seeking new and innovative ways to develop products and services and ways to communicate with customers and prospects.
  • I will give all my customers and prospects the proper attention all the time. This will be done in a proactive manner, not a reactive one.
  • I will continue to seek out new business opportunities. These include strategic alliances, fusion marketing, joint ventures, cooperation and other partnerships.
  • I will "think marketing" all the time.

Adapted from Guerrilla Marketing in 30 Days by Jay Conrad Levinson and Al Lautenslager. Additional information available at www.entrepreneurpress.com .


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The late Jay Conrad Levinson is the Father of Guerrilla Marketing. His books have sold more than 21 million copies worldwide, appear in 62 languages, and have become the most powerful brand in the history of marketing. He was the chairman of Guerrilla Marketing International. Learn more at gmarketing.com.

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This article was originally published in the March 2005 print edition of Entrepreneur with the headline: Mind Over Market.

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