The Science And Art Of Marketing
There are a lot of things you can do to promote your business and sell more stuff. But that’s not the point. The point is to do the things that get the best results. And that’s part science and part art.
The science part of marketing is matching a marketing vehicle to your target audience. For instance, it doesn’t make sense to invest heavily in web-based marketing when your primary audience doesn’t shop on the Internet for what you sell.
The art side of marketing is your message. Now that you’ve found the right vehicle to reach your audience, you need to have something compelling to say once your target is exposed to your message. The story told, the words chosen…that’s the art.
Truth be told, there’s a bit of science and art in everything we do as marketers. But the one indisputable fact of marketing is the things worth doing are the things that deliver the results you’re looking for. That means you have to test, re-test, and test again. Each time throwing away the things that don’t work and building on the things that get results.
Blogs, web-sites, white papers, newsletters, flyers, sales letters, door hangers, print advertising, etc. are all tools of marketing and sales. None are universally right, none are universally wrong. Like all tools, they have a use and a purpose. Use them only when they make sense, otherwise you may be guilty of using a hammer to change a sink or a saw to hang a picture…it just won’t work.
Remember, when it comes to marketing and sales tactics…just because you can, doesn’t mean you should.
About the Author
Jim Logan is a direct response marketer that writes, speaks, and consults on the topic of businesses making more money. He may be reached at http://www.jslogan.com/.