Your Marketing Sucks

by: Mark Stevens

Published by: Three Rivers Press/Crown Publishing

Reviewed by Connie Anderson

Too many companies throw their marketing dollars against the wall to see what sticks. They forget, like Tom Watson, founder of IBM says: “Nothing happens until someone sells something.”

During this economic downturn, many companies slow or stop spending money to promote their business — but Stevens would tell us that this IS the time to get your message out–while your competition isn’t. Do not let fear stop your business from growing.

I found this book fascinating and have underlined something on almost every page. I have no training in marketing so this may not be new stuff, but I have used so much of his information with my clients, both business and authors.

Stevens says that all marketing dollars should be spent with one idea: to get results/sales—not win awards, not look pretty, but achieve respectable ROI (return on investment)–to grow your business. PERIOD.

Stevens knocks down the conventional wisdom about marketing spending and results, for example:

— If 1% is an acceptable results on (e.g., direct mail), that means 99% is failure.

— Sales people are an integral part of any marketing plan and company’s growth, and should be part of planning. What do they need to make a sale?

— Advertise/market for only one reason: Sales (not to impress or show up competition).

— For every $1 spent, at least $1 should be earned.

— Every dollar spent should help to grow your business (duh!).

— Analyze infomercials to learn about selling … selling … selling a product/service.

Stevens recommends we throw out a lot of old ideas about marketing/advertising–and start with a clean sheet. Your Marketing Sucks has easy-to-understand points, and many don’t cost a fortune, however they require the business owner or marketing person to look at marketing differently, to test, monitor and executive their marketing.

Your Marketing Sucks is a must-read for anyone who wants results–SALES, and learn how to make all marketing have that focus. This is why we read business books—to learn how to grow our business.

The author has written 24 business books and appears regularly on all kinds of major media talking about marketing. Check out his “Extreme Marketing” ideas.

Armchair Interviews says: “BusinessWeek” awarded this book a best-selling honor. Read it and you will agree.

Author’s Web site: http://www.YourMarketingSucks.com