As one of those "Book Smart" guys (I have an MBA from a 1st Tier School) we were never taught any of this stuff.  It was very much brand building, and cost accounting focused.

Like the saying goes, "It takes a lifetime to learn what you already knew," that marketing should be front and center because along with sales it drives the MONEY!

Keep up the great work.

A longtime fan, Bernie

Sincerely,
Chong Xin Yun Seth
http://www.bookedcopywriter.com

Clayton, quick question. What software do you use to keep such tight tracking?

John

Thank you very much for this invaluable article!

Sue in Aus
http://www.marketingforlife.com.au

But, its more exciting to learn a new skill than to be devoid of interest in an old one.

My take on this whole thing is that Marketing and customer targeting is your business. Its like the whole chicken and egg thing, whats first and more importantly what matters more the product or the end user.

Both share importance but without a product you have no sales and without sales the product is basically junk.

I learnt to design and now I am learning to market. I have a greater appreciation of the professional marketer now than I had and yet something still tells me I have more to learn than I can teach right now.

Your article has helped to re-enforce the reasons why I built the business before I went to market. Now I only have to persuade and bedazzle to grow rich. And that sir is the new game.

Kevin
http://truetrafficsecrets.com

I am a very, very ‘newbie’ at all this online selling thing, (I haven’t even gotten my website up yet), and perhaps in my newly found excitment am a bit enthusiastic. I purchased a few informative items to help me along, and with one of these I received some ‘free’ items: articles, webinars, etc.

Yes, the first ‘click’ was free, but since that first ‘click’ I have been receiving offers for numerous additional items for ‘only’ so much $.

I know this is a very lengthy way of saying this, but I really wanted you to know how refreshing and wonderful it is for you to be sending me useful and beneficial information…for absolutely free, with no hidden agendas inserted at the end. You give information, willingly and freely, and with inside information that I can actually use.

Just a long-winded thank you! I wish there were more people like you, but the ones like you sure make a difference in the lives of others. And when I’m up and running, I will have your information waiting to help me get where I want to go.

Sincerely,

Gayle Gruenemay

You’re certainly not whistling into the wind while on your Harley.
I came from many years in the corporate world and don’t you just get so annoyed at these by the book types? When will they ever learn that "book experience" is very much a 2 dimentional world trying to work in a very multidimentional one?

I’ve picked up (at the time) companies going south and who is typically at the helm? A super multiple Phd surrounded by like minded types. I find it strange that I went to the same type of higher education that they had but we thought so differently. I’d much rather surround myself with marketing geniuses than a bunch of overpaid hob-nobbing experts.

Great, great story. You have the makings of an incredible business marketing book or course in this article for sure.

Hmm….maybe I should write one myself? If only I had known you back then. You would have been on my list of go to marketing guys. There is a wonderful but almost sinister business lesson in this story. Thanks again.

Great Wealth and Prosperity,
Stephen Chua
http://www.ancientworldsecrets.com

How could you use this brilliant article to sell just about anything you’re offering to any business owner?

Here’s my take on how to do just that.

Too often, when we ask business owners what a new customer is worth, sadly, they don’t know.

But once that business owner commits to a number or you help them figure out what they’re worth, you can make a case (because you have forced the business owner to think long term about what that customer is worth and tell you what that customer is worth) for just about any service (such as copywriting, marketing service, whatever) or product, figure out the ROI (Return On Investment) for providing such services and virtually sell them anything.

I believe the key is just what you’ve outlined, and once you have a business owner’s number (what his customer is worth - short term and long term) you’re in the driver’s seat. You don’t have to do any convincing, the numbers speak for themselves.

Am I on target Clayton?

Best regards,

Ron