The title of this post is a question I field often. When I poll a room of small business owners I get lots of different answers, most, more or less, pointing to advertising or other lead generation activities....


To some extent the confusion comes from textbook definitions that don't translate well to the real world. Here's one from the American Heritage Dictionary: "The commercial functions involved in transferring goods from producer to consumer." That was helpful wasn't it?
I like the definition at SmallBusiness.com, a great small business wiki, a little better. In plain and simple terms, marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.
But, for the small business, here is the Duct Tape Marketing definition: Getting someone, who has a need, to know, like and trust you. Now, when you have a marketing system in place this expands to - getting someone, who has a need, to know, like, trust, contact and refer you.
Awareness and trust are it for the real world small business and unless you've got oodles of cash laying around to buy that through heart-warming TV spots, you better get down in the trenches and figure out how to educate, give and build trust.
So, do a small business owner a favor and share this simple definition with them. It just might make marketing a little easier.
Technorati tags:

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR
image of John Jantsch

John Jantsch
Duct Tape Marketing

John Jantsch is a veteran marketing coach, award-winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson, due out in the fall of 2006.

He is the creator of the Duct Tape Marketing small business marketing system.

His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site.

He is a popular presenter of marketing workshops for organizations all across America.

What Others Are Saying About Duct Tape Marketing...

"Clever marketing ideas galore and lots of contrarian thinking on what works and what doesn't."
~ Forbes magazine

"For growing businesses in search of some great marketing ideas, Duct Tape Marketing is a worthwhile online pit stop."
~ Entrepreneur Magazine

"A great resource for small business owners looking for hands-on marketing ideas they can use today. John Jantsch's daily posts discuss what works -- and what doesn't -- when marketing a small business."
~ Inc Magazine

“Business blogger John Jantsch, a Kansas City marketing consultant, has built quite a following with his Duct Tape Marketing site. The blog provides small-business readers with successful marketing techniques that don't require a large budget to execute.”

~ Harvard Business School