Marketing is more than most people believe... no amount of advertising will make up for shoddy products or services. If more companies would focus on managing their customers' and prospects' total experiences, they'd have stand a much greater chance of growing and sustaining a profitable business. And nothing is more important than learning and applying marketing's number one most critical tactic...



It is about building sincere and profitable long-term relationships with prospects and customers (as well as, employees, suppliers and even competitors). Small business owners often concentrate on "sales" and fail to deliver on their promises. When they do so, their credibility suffers and their customers and prospects take their business elsewhere.

Remember, no amount of advertising ? no matter how slick ? will make up for such things as shoddy workmanship, rude employees or hucksterism. It's like building a house of cards? it may hold up for a while, but will eventually come tumbling down.

Would you like to learn a very big marketing secret? A hush-hush tactic guaranteed to substantially increase your revenues and dramatically decrease your advertising expenses?

An underground tip that will help catapult you into a very small but elite group of like-minded ? and extremely successful ? businesspeople?

Even better, what if you knew it wouldn't cost you a thing?

Well, you're in luck because I'm about to let the cat out of the bag?

Drum roll please!

Ready?

Sure?

Okay, okay? enough fun.

The secret is?

Do what you say you're going to do when you say you're going to do it.

I repeat?

Do what you say you're going to do when you say you're going to do it.

Huh? Is that all? I must be kidding, right? Wrong.

Reflect back on your own experiences as a consumer and try to remember what occurred right before you exclaimed, "I will never do business with that company again, let alone recommend them to anyone else!"

Was it the roofer who showed up three weeks late?

Or was it the real estate agent who has yet to return your calls or emails?

Or was it the financial adviser who kept you waiting for hours?

Or was it the contractor who dropped out of your life before completing the job?

Or was it online supplier who failed to mail your "next day air" package?

Or was it the consignment store retailer who "forgot" to pay commissions?

Or the thousands of others who have disappointed you?

Unfortunately, we've all been there. And sadly, these behaviors have become the more the norm, than the exception.

So, when people or companies actually deliver what they've promised, we are pleased and happy to spread the word to our friends, family members, co-workers, and even complete strangers! This type of positive word-of-mouth advertising is one of the most effective and affordable (it's free!) ways to end up with more business than you know what to do with!

But remember, the reverse is also true? when you let people down, they'll tell four people who will tell four more who will tell four more?and pretty soon you're reputation ? and business ? will be shot.

As the noted American author and motivational speaker, Jim Rohn, said, "Time will either promote you or expose you." I hope you choose the former.

Copyright (c) 2007 Mary Eule Scarborough