Okay, so I don’t really hate marketing. But, there is one aspect of marketing that is so essential, but it is also one of the most tedious. I have grouped this area under Research & Testing. I know that these are two separate things, but they are the two areas that I dread the most. Let’s first take a look at research.
Having never done it, would you ever try to bake a cake without looking for a recipe or seeking instruction? Would you go white water rafting or climb Mt. Everest without, at the very least, consulting a guidebook? You would most likely even hire a guide. Do you ever make a purchase without trying to find out something about the product and then search for a similar product or a better price for the same product? Probably, but then you have most likely experienced the remorse that accompanies the revelation of, “Oh, I got the same thing at XYZ Store for $100 less!”
This is why research is so essential to any business or marketing venture. You need to know who wants to buy your product or service. Where are they? How do you reach them? How much are they willing to pay? Where can you find similar products? You must know your competition. Entire volumes have been written about marketing research alone. Learn to do it and you will love it. If you say, “Forget it” you may regret it.
What is testing? Once again many, many books have been written about testing. Testing is what you do once you have launched your campaign. Why testing? Because you must know if your campaign is working! Where are you getting the most hits? Where do your customers come from? Testing is research after you have launched your campaign. If you don’t do testing, you are wasting your marketing dollars.
I recommend that anyone who is looking to start their own business learn about these two aspects of marketing. These are the things that separate the winners from the bankrupt.