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Business Improvement: Become an Obsessed Marketer!

The grand and challenging mission of all businesses is to acquire and retain customers. The statement in the movie Field of Dreams, “If you build it they will come,” just ain’t so for most of us. If you do happen to have a hot product or robust sales at the moment, be warned. Business cycles assure an eventual change in your forecast. Whatever your gifts, talents, or expertise, you must become an obsessed marketer if you want to grow a long-term, healthy, and prosperous business.

Young Obsessed Marketer

Face the Facts

The brutal reality is that most people don’t want your product, don’t have the money to buy it, or won’t even take the time to hear about it. If they won’t pay what you need to sell it for, you don’t have a market. If they won’t take the time to listen to your pitch, you are invisible to them. If they listen but aren’t impressed, you’re not going to get very far.

Among those few who might buy your product, most will never have your offering enter into their conscious mind. The advertising noise is so loud, the communication barriers so high, the competition so stiff and the choices so many, that the odds of you getting the business are remote! Marketing has also become so time-consuming, expensive, and oftentimes fruitless that many businesses don’t do it, or don’t do it well, and then struggle to survive.

When business sales hover at the break-even point, all you really have for your blood, sweat, and tears is a stressful and often unrewarding “job”! If you’re lucky, you get a reasonable salary to offset the heavy responsibilities, liabilities, and frequent headaches. However, if you have adequate margin, and sales climb above the break-even point, a miracle begins to happen. You make a profit. Cash flow improves. Creditors stop calling. Stress goes down. Investors and bankers smile. You have fun going to work. Everyone thinks you are easier to get along with. You can afford that vacation or new car. Life is good! It all starts with an effective business system to improve marketing and increase sales.

Follow Proven Marketing Principles

I couldn’t come close in this article to covering what experts have said about sales and marketing. It is a complex and multi-faceted discipline. It is both an art and a science. The sheer volume of principles, techniques, and strategies is overwhelming. Most entrepreneurs just do what everyone else in their industry does. Many, including myself, have experimented and failed more than once. When done well, however, a good marketing plan will continually pull new leads and sales opportunities. Here are some basic principles that I have learned:

  • Be Customer Focused. Top companies are customer and market-driven. They rely on facts about their marketplace. They know what their most probable customer is like and how they think. They know where their customers are, what they buy, and why they buy. Good companies create products to satisfy the appetite of a hungry market.
  • Narrow Your Market Niche. Don’t try to be all things to all people. Target your customer by concentrating on the market segment that is most likely to purchase your products and services. Then position your product and message so you are clearly their best option. Your target market is the only market you care about. Go dominate it!
  • Appeal to Emotion and Logic. We are all emotional creatures. Your customers are buying to add something positive to their lives or to remove something negative. Your product or service should take away pain or fear and improve their business or personal life in some way. Address your prospects’ emotional needs and wants with benefits. Use logic—the features—to justify and reinforce their decision to buy.
  • Create a Message that Resonates. Your marketing message, including value proposition, selling advantage, and sensory package (logos, colors, website, printed materials, and so forth), should describe how your remarkable business offers precisely the products customers are looking for. Be specific. Quantify, compare, or demonstrate your advantage or claims. Avoid the mindless fluff. Get real! Provide social proof, testimonials. Business philosopher Jim Rohn described a three-step process to be a master communicator. “First, have something good to say. Second, say it well. And third, say it often.”
  • Provide Excellent Value. Your entire business is your product. Seek to become the best at what you do. Your inside reality—business systems, products, and services—must live up to the outside perception people have from brochures, websites, and sales claims. You have to deliver on your promise every single time. Your customers always want the best deal, that is, the best value. Your unique and remarkable business offering—quality, warranty, customer service, convenience, and so forth—not just pricing, is what puts you on top.
  • Determine Cost-Efficient Marketing Channels. Find the most cost-effective marketing channels (online, broadcast, print, trade shows, and so forth) to get your message to those who really need and want your product. Marketing best-practices suggest multi-faceted campaigns that combine two or more strategies and often include social media. Marketing dollars should not be looked at as a disposable expense, but rather, an investment in marketing strategy and systems that will pay handsome dividends in the future. To avoid dead-end marketing schemes and wasting time and money, consult experts (books or consultants), test ideas, and follow a path of continuous learning and improvement.
  • Develop Effective Marketing Systems. With experience—discovering what works and what doesn’t—you will refine your marketing and sales systems until they produce consistently desirable results. Never stop marketing. Eventually, with good business systems, you will know how to turn sales volume up or down as needed. You will get in control of your marketplace and your business growth!
  • Make Marketing Your Obsession. You must have “pig-headed determination” to succeed at marketing. Create a marketing plan and allocate the financial resources to stick it out. Results often take three to six months or even a year. Good campaigns gain momentum over time. Consistency equates with familiarity. Familiarity equates with confidence, and confidence equates with sales. Be smart and be patient!

It’s Up To You!

“Marketing is the act of inventing the product. The effort of designing it. The craft of producing it. The art of pricing it. The technique of selling it. How can a [great] company not be run by a marketer?” (Seth Godin, The Purple Cow).

As a business owner, you must take a personal interest in your marketing, and responsibility for developing effective marketing systems. This is, after all, the heart and soul of the business you are trying to grow. When owners fail, it is often because they spend too much time running their company and not enough time marketing their products.

Get in the Zone. Innovate to become a remarkable company. Read marketing books. Become aware of your own buying patterns and study how others sell to you. Notice what “successful” ads keep appearing week after week. Decide what you love and what you hate. Borrow ideas from other industries. Look at your product or service critically from your customer’s point of view. In the Zone, everything will fall into place.

Finally, be patient and never stop marketing; you will lose momentum and pay the high cost of starting over. In time, you can develop effective and reliable business systems—market research, lead generation, and lead conversion. When these systems are mature, they will provide a constant flow of new sales.

To stay ahead of the competition, however, you must remain the “best deal” in your target market. You accomplish this through the process of innovation, the next step in creating the perfect business.

Step 6: Differentiate or Die
Download PDF ebook: 10 Easy Steps to Grow the Perfect Business

*****Special Alert: My Retirement is Your Gain*****

To give back to the entrepreneurial community, I HAVE DECIDED TO GIVE AWAY MY VALUABLE SYSTEMS-BUILDING SOFTWARE, ecOURSE, AND OTHER INFORMATION ABSOLUTELY FREE. By filling out the form on this page, you will go directly to a download page. This is not hype. There is no catch. You will receive a software product and a “college equivalent” eCourse on how to develop effective business systems and processes. Customers have been paying for this software and eCourse for fourteen years (see What Cutomers Are Saying).

I will show you how to eliminate business frustrations and make more money by creating remarkable systems and processes that boost customer loyalty, profitability and growth. The application of these strategies has proven to be of great worth for owners of many small and mid-size businesses. Put me to the test!

You will learn the following, and much more:

  • How to become a Systems Thinker and raise your business I.Q. by 80 points—OVERNIGHT.
  • What six elements are found in every great business system.
  • How you can remove waste and inefficiency, and build a results-driven organization.
  • Why good systems and processes are the essential ingredient to start, grow, fix or franchise (replicate) your business.

You have nothing to lose and everything to gain. I will not be trying to sell you because you are getting everything for FREE, much more than I have described here. I won’t be contacting you; however, you can contact me for help with the software or your business at any time. Please browse around my website. If you have any questions, email me, Ron Carroll, at

I hope you enjoy and benefit from this FREE offer. It was a labor of love for me to develop. Becoming a Systems Thinker and using the Box Theory™ methodology will be one of the best decisions you have ever made.

I’ll be cheering you on from my quiet fishing hole in the mountains of Utah.

I want to learn how to create remarkable business systems …

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It's time for me to focus on other things. Many hours and dollars have gone into my software and written materials over the last fourteen years. Now it's time to give back. This is not a gimmick. There is nothing to buy. I give it all to you for free. If you use the software and apply the principles, you can create a remarkable company. See Below. Have fun!

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Michael Gerber, "E-Myth"

Michael Gerber

"Organize around business functions, not people. Build systems within each business function. Let systems run the business and people run the systems. People come and go but the systems remain constant."

W. Edwards Deming, Total Quality Management

W. Edwards Deming

"If you can't describe what you are doing as a process, you don't know what you're doing. . . . 94% of all failure is a result of the system, not people."