Page 53 - Duct Tape Marketing

Duct Tape Marketing

but the overriding purpose for the business. It certainly must become
a key means by which you measure your success. Are you achieving
your stated purpose?

A powerful marketing purpose statement should give you and
your staff a vision for the future of the business.

The other very valuable use for this no-nonsense approach is that
your purpose statement becomes the filter for every marketing or busi-
ness decision. Does this decision, new product, ad, or whatever support
the marketing purpose we are trying to represent? Post your marketing
purpose statement on every PC in your office, and let it inspire every-
one in the organization.

Have You Identified the Enemy?

One of the most powerful driving forces in human nature is competi-
tion. The desire to overcome something or some company and the
need to win can in many cases be more important than the day-to-day
work of the company.

One key way for your company and your people to reach a higher
level of greatness and purpose is to identify and focus on beating
something, on creating and communicating a reason for being that
trumps your competition.

Now, understand that when I say “enemy” or “competition,” I’m
not suggesting something negative. While the folks at Apple will tell
you that their reason for being is partially rooted in beating Microsoft,
many organizations also draw motivation from rescuing things, rid-
ding the world of things, creating peace, making life more enjoyable,
teaching, sharing, spreading, and a host of other very positive things.
The Apple brand stands for something positive: great design, function-
ality, and innovation.

And that’s the point. Small business owners often have no readily

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