Winning marketing strategies come down to 12 principles.
That’s the premise of Sun Tzu Strategies For Marketing.
Here are my favorite seven Sun Tzu marketing principles based on the teachings of the renowned military general and strategist. I also suggest tools that will help you follow these principles:
- Honor the customer — if the customer doesn’t purchase your product or service, nothing else matters. If you don’t know who that ideal and most probable customer is, you will struggle. Use this Joe Client tool and buyer’s persona evaluation and innovation exercise to identify your customer.
- Maintain the objective — a clear intention and a steady aim. What is the impact you want to achieve in your marketing initiatives?
- Secure your position — occupy a position that cannot be easily taken by your opponents. I borrow Barry Callen’s simple way to create positioning – what do you do, whom do you serve (address fears/wants and loss and benefits and see persona above), why should a buyer care, how are you different and better and what do you do really well?
- Introduce surprise — surprise and delight are the best way to gain psychological dominance and deny the initiative to your opponent. This doesn’t have to be complicated or expensive. It can be as simple as an electronic coupon for a free appetizer, upgrading shipping to two days free for a holiday, a free night hotel for a great customer or a handwritten thank-you note or phone call to a long-time loyal customer.
- Concentrate resources – mass sufficiently superior force at the decisive place and time. Here’s what marketers are concentrating on this year from content marketing to digital strategies, etc.
- Lead personally – – it requires the leader’s faith in his for his own people and their faith in a leader’s ability to win. Napoleon Hill describes these characteristics of an effective leader whether in marketing or other areas of management.
- Keep it simple — even the simplest plans are difficult to execute. Nothing keeps it simpler than the Entrepreneurial Operating System and its Vision Traction Organizer (VTO).
The principles are covered in the book written by Gerry A. Michaelson and his son Stephen W. Michaelson.
What principles drive your successful marketing?
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