"Forget the Hype - stick to the basics"

As published in City News - 31 Jan 2002

MARKETING TIPS

by Ken Mitchell

Every week I receive another piece of mail outlining revolutionary and futuristic promises to improve anyone's business like magic. Enticements such as "learn the 7 powerful something or others", "attend/subscribe to this and discover how to make a fortune overnight", etc.

Well if is sounds too good to be true - it probably is too good to be true. There are Gullible people everywhere searching for a miracle for there business and that is how these people make their money.

Arguably there are 3 basic books that might change your business and your life.The Bible (or some other equivalent book of your religion), How To Win Friends And Influence People and The Richest Man In Babylon.

Simplistically the first book gives you spiritual training on ethics of doing business, the second gives you guidance on how to deal with people and therefore do business, and the third teaches you how to hang onto what you make in business. These are the basics.

My advice is that the Hype associated with new and seemingly breathless offers is by and large just that - Hype. To build your business you need to first put the basics in place. Having done so then progress with the development of a plan (see my last column) on what to (including financial, staffing, timing, - also building up your inner reserves and the support of family and friends) then actionise the plan - ie do it.

A good plan is better than anyone's Hype.