When most people think about marketing, they think about promotion. That is false. And it's why most marketing doesn't work.
If you study marketing, you learn a simple framework. It's called the 4Ps.
Product - what are you selling
Place - where are you selling it
Price - how much you charge for it
Promotion - how you get the word out about it
The easiest way to realize the flaw of over-prioritizing promotion is to consider your own purchase decisions? How often did you buy something because it was the best product for your needs at a price you could afford and can be at your place in a reasonable amount of time? That's how most people make considered decisions.
Compare that to the number of times you bought a product simply because you saw an ad? I am not saying it can't happen. But it tends to be a much less frequent reason.
So why don't more marketers prioritize making their product better, building distribution, and fine-tuning their pricing strategy? It takes cross-organization collaboration. It takes time because it's hard work.
There are countless examples of companies and organizations that never do any promotion and end up being incredibly successful. And that kind of success is almost impossible to copy. Because of all the hard work that went into it.
So if you want to do marketing that works, worry about anything but promotion first.
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