1. Innovative Idea to Start A New Business
When it comes to all the different ideas for starting a business, MARKETING is one of the areas that may
have you puzzled to even think about. There are too many vendors and tasks that require your money;
there are so many different things you SHOULD do; and there are so many OTHER things you need to be
focusing on that marketing usually is one of the last things you think about. However, far too many
business owners devote enough time, energy and capital toward attracting their ideal customers. And
unfortunately, the lack of customers is the number one cause of business failures.
This article is designed to help you prevent that scenario. Marketing needs to be closer to the top of
your priorities when starting a new business. However, there is some good news and bad news here.
The bad news is “Everything you have ever learned about marketing is wrong.” So forget doing what
you’ve been taught. Forget what you have seen done by 90% of businesses out there. Forget
everything you learned in school. It’s time to ‘re-learn’ marketing so that you can learn how to do it
right.
The good news is that there are only five key concepts you need to understand and apply in order to do
marketing right. These four strategies are all relatively simple to understand, however it can be tricky to
implement them because it will be far too easy to slip back into doing marketing the wrong way. And
when I say most marketing is done the wrong way, what I mean it doesn’t do what marketing is
supposed to do.
So, let’s take a look at what marketing is supposed to do. Marketing has five primary goals.
1.
2.
3.
4.
5.
Capture
Connect
Engage
Incentivize
Offer
The first thing marketing must do is ‘capture’ the attention of your target customers. If you never get
their attention, they’re never going to hear or see anything you have to say. Most advertising does a
decent job of interrupting or capturing the attention of prospective customers; however, most of the
time it is done the wrong way. I’ll get into that a little later. Right now the main thing is to capture the
attention of your prospects.
Second, you’ve got to connect with your prospect on an emotional level by using the words they use to
describe their challenge or problem. When you use words or phrases that are important or relevant to
your prospects, they literally cannot help but connect with you.
Third, you must engage your prospect by letting them know that you understand their problem or
challenge from their point of view. You do this by learning to see the world through Pat Smith’s eyes or
perspective. When you use the same language they themselves use to describe their problem, you
engage with them and they’ll pay attention to what you’re saying.

2. Fourth, you have to incentivize them; you’ve got to give them a reason to take action. You have to
promise them something of value. You have to offer to educate them about what are the important and
relevant issues surrounding their problem. Look, it is human nature that people always want to make
the best decision possible when it comes to spending their hard-earned money.
Fifth, and last, you have to offer to educate them on precisely what are the important and relevant
issues surrounding buying whatever it is you have to sell. Most prospects don’t know all the right
questions to ask. Therefore, it is your responsibility and opportunity to help them learn what they need
to know when it comes to buying whatever it is you have to sell. By doing this, you have the opportunity
to capture prospects anywhere along the educational spectrum.
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