Double Double: How to Double Your Revenue and Profit in 3 Years or Less by Herold Cameron

Author:Herold, Cameron
Language: eng
Format: epub, mobi, pdf

CHAP TE R 7

FOCUSED MARKETING

“A market is never saturated with a good product, but it is very quickly saturated with a bad one.”

—Henry Ford

In al my years of building companies, my marketing efforts have been based on focus rather than specific marketing tactics. Before you read this chapter, review your Painted Picture to see what you want your marketing to deliver in three years. This chapter wil show you how you can realize that vision and get on the track to doubling the size of your business.

While I won’t offer you any silver bul ets that magical y market your product or service, I promise you’l be able to find practical ways of marketing that won’t break the bank. They’re al simple solutions that wil keep your brand top of mind in your target market and turn prospects into paying clients.

My first marketing experiences were with Col ege Pro Painters in Sudbury, Ontario. At twenty-one years of age, I was given a franchise territory of about ninety thousand people, and I was enthusiastic about being able to market house painting services to all of them! The truth was, I didn’t need to market to every single person in my territory. In order to make a profit, I only needed to paint 150 out of the 35,000 houses in Sudbury. I learned my first lesson in marketing: it’s less about marketing to everyone and more about marketing to those most likely to have a need for your services. I had to get my name in front of the people who were most likely to buy. In short, the name of the marketing game was focus.

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