Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Unavailable
    Your Marketing Sucks: Book Review
    Unavailable
    Your Marketing Sucks: Book Review
    Unavailable
    Your Marketing Sucks: Book Review
    Ebook42 pages23 minutes

    Your Marketing Sucks: Book Review

    By PCC

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    “Your marketing sucks . . .” 

    What in the world does Mark Stevens mean?

    For starters, let’s take spending camouflaged as marketing. Everyone sees all those expensive, slick, pointless campaigns day after day. Just turn on your TV set and there are all the look-alike ads from Ford, GM, and Chrysler with look-alike cars going down . . . a road. Creative? Probably yes—nice scenery, good-looking people, etc., etc. But effective? Mark Stevens says absolutely not. Like you’re going to spend $30,000 or more for the privilege of seeing a car go down . . . a road? Wouldn’t it be easier for the Big Three in Detroit just to open the windows at their ad agencies and throw out gobs of thousand-dollar bills? 

    Don’t get Mark Stevens started on marketing that sucks, or he might mention all those oh-so-cool people-in-black at the ad agencies developing campaigns that generate all kinds of buzz—in the advertising community. But not in the marketplace. (Oops.) 

    Note to advertisers from Mark Stevens: If you have an advertising agency that applies for any kind of an award (Clios, whatever), fire them immediately. They shouldn’t be in the business to win ego awards for beautiful ads. They should be creating ads that sell. Period! If they talk about building “mind share,” fire them immediately as well. That’s just another way of saying they’ll camouflage their failure to generate sales behind an intellectual smoke screen.

    Mark Stevens is the best friend of anyone with a product or service to sell who wants to use marketing as a basis for growing the business. What he provides both entrepreneurs and Fortune 500 types is a hard-nosed, “prove it to me” program that demands accountability for every dollar spent on marketing so that it brings in more revenue or customers, preferably both. Use his program and you won’t be throwing money out the window.

    Your Marketing Sucks is chock-full of practical ideas such as: 

    * Marketing is not about advertising, public relations, or direct mail. It is about growing the revenues, profit, and valuation of the business.
    * The marketing moratorium. Stop all your marketing for a month and you may be surprised at what happens. Sales have actually risen at some companies, a sure sign that, prior to the moratorium, they were throwing money out the window. 
    * Why the worst ads are actually the best. Start paying attention to the genius of the infomercial and cast a very skeptical eye on the kind of ads you see during the Super Bowl.
    * Reverse engineer your marketing so that it starts at the point-of-sale. Because nothing happens unless a sale is made.
    * Employ a swarming offense. Hit customers from every possible angle—print ads, sales displays, e-mails, infomercials.
    * Pick the low-hanging fruit. Cross-sell to clients and customers. 

    Mark Stevens shows how to conceive an innovative, effective marketing campaign strategy—like Bill Gates’s battle cry of “putting a computer on every desk and in every home”—and then monitor the results. The idea is to spend your marketing budget only in ways that will give you a measurable return on your marketing dollars. That’s more than good marketing: It’s how you grow a business. And that’s what this book is all about!
    LanguageEnglish
    PublisherPCC
    Release dateDec 7, 2018
    ISBN9788829569274
    Unavailable
    Your Marketing Sucks: Book Review

    Related to Your Marketing Sucks

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Everyone’s Right

      Jul 7, 2019

      Everyone’s Right
      2 min read

    • Article

      LIVE THE LIFE You WANT!

      Sep 10, 2023

      LIVE THE LIFE You WANT!
      6 min read

    • Article

      LIVE THE LIFE You WANT!

      Sep 10, 2023

      LIVE THE LIFE You WANT!
      6 min read

    • Article

      Growth Through Insights

      Aug 28, 2019

      Growth Through Insights
      4 min read

    • Article

      Sales, Marketing And Money

      Jan 17, 2023

      When things get difficult financially, the natural response is to look for savings. Costs you can cut. Things you don't need. We tend to get more careful about where we choose to spend money. That's all fine. It's smart even. What is not talked about

      3 min read

    • Article

      Risk-taker Or Revolutionist?

      Oct 14, 2018

      Embarking on risks with your marketing does not always guarantee a positive result. Despite Muhammad Ali’s suggestion that, “he who is not courageous enough to take risks will accomplish nothing in life”, the fact remains that for every marketing vid

      2 min read

    • Article

      Way Out

      Feb 11, 2018

      The axiom that there is ‘no substitute for experience’ holds firm in marketing. The closely related concept of ‘hindsight’, both a consequence and form of experience, remains especially valuable. As a marketer, a manager or simply an aspiring graduat

      2 min read

    • Article

      Decision Time: More Profit Or More Sales?

      Apr 22, 2019

      IN THE NEXT look at our “8 levers of sales growth” series we tackle the decision between winning more valuable clients (lever 2) or winning a higher volume of clients (lever 3). If your business is in the fortunate position of being well established

      2 min read

    • Article

      Enabling Sales Success

      Jun 17, 2018

      DESIGNATION: Head: Small Business and Professional Banking (Sales) COMPANY: Nedbank Limited SALES FORCE SIZE: +- 800 CAREER SUMMARY: Various sales and leadership roles, mostly related to the small business, private banking and medium-sized corpora

      2 min read

    • Article

      Q & A

      Sep 1, 2021

      You believe that the field of Marketing is in crisis. How so? In a recent survey of global companies, nearly 70 per cent of CEOs expressed a lack of confidence that their Marketing Departments could drive profits. Many have already started eliminatin

      6 min read

    • Article

      9 Complete Guide: 8 Mistakes You Must Avoid In Your Content Marketing Campaign In 2020

      Nov 30, 2020

      Complete Guide: 8 mistakes you must avoid in your content marketing campaign in 2020 Content being the king of all marketing activities worldwide, content marketing has gained popularity over time as one of the best investments a brand can make. It’s

      14 min read

    • Article

      How To Sell New Products

      Aug 9, 2018

      How To Sell New Products
      14 min read

    • Article

      Georgia Phillips, COO, Luma Research

      May 22, 2022

      Making a great ad is not easy. Only around a third of ads work - so think of all that money and time that is wasted making sub-standard ads. In the past it didn’t matter so much. Budgets were big, marketing managers were led by their gut and campaign

      2 min read

    • Article

      Choosing Sales Activity That Determines The Best Outcome

      May 27, 2019

      IN THE NEXT look at our “8 levers of sales growth” series I tackle the decision between doing more volume of sales activity generally or focusing on more targeted sales activity. It seems like a simple answer, but it isn’t always as obvious as you’d

      2 min read

    • Article

      Delivering Value

      Aug 9, 2018

      What do you attribute success in your sales organisation to? We nurture and encourage a dedicated team that isn’t afraid to go after aspirational goals. In setting our objectives, we consider all opportunities with an ‘out the box’ mindset, so that

      2 min read

    • Article

      What's Your Growth IQ?

      Jan 1, 2019

      How would you define 'Growth IQ'? Growth IQ is a holistic approach to finding the path to growth for an organization, based on three inputs: the market context, the right combination of elements and the sequencing of your actions. Your context includ

      6 min read

    • Article

      Enablement: A Force Multiplier for Sales Teams at Mimecast

      Nov 2, 2016

      ENABLEMENT IS BROADER than the usual sales training programme and at Mimecast we focus on six critical areas: 1 Adoption. In our experience, execution of the sales methodology in any business is the number one challenge for most sales people across t

      2 min read

    • Article

      Enablement: A Force Multiplier for Sales Teams at Mimecast

      Jul 19, 2016

      ENABLEMENT IS BROADER than the usual sales training programme and at Mimecast we focus on six critical areas: 1 Adoption. In our experience, execution of the sales methodology in any business is the number one challenge for most sales people across

      2 min read

    • Article

      Playing The ‘Don't Run Out Of Money’ Game

      Jul 18, 2023

      Let's start with a thought experiment. Picture this: I've just handed you $100,000. Not in a suitcase. I just stood in front of you and physically handed you brick after brick of one-hundred-dollar notes, banded together. Cold hard cash. Stop thinkin

      2 min read

    Reviews for Your Marketing Sucks

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words