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Marketing: From the Inside Out
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Compelling Marketing Answers Why? How? What?

This past week Smith Growth Partners (creator and doer for company growth strategies) passed on a link to a thought provoking TED talk on “How Great Leaders Inspire Action”:

What struck me profoundly by this research and delivery is that truly effective marketing should also be designed in this way – from the inside out. “Inside-out-marketing” means starting with the Why?, the core or the values of the business. The Why? gets clients, prospects, partners, employees and the community to connect, to listen, to believe. Without this openness, all other marketing is just noise.

Your Next Best Three Steps

  1. Why? Why did you start your business? What is your vision, your belief, your values, the thing that keeps you going despite set-backs, financial fears, long hours? Is this communicated up front via statement of values or relegated deep in the About Us section. (See Smith Growth Partners home page for a great example of upfront values.)
  2. How? How do you deliver those values via your products and services? Do you have a great culture and people? Do you embrace the newest technology? Do you work to decrease costs or increase speed?
  3. What? This is the usual marketing language regarding features, benefits, and packages. If steps 1. and 2. are authentically communicated this step just lays out the fine details.
Jeanne RossommePresident, RoadMap Marketing
Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish. | @roadmapmarketin | More from Jeanne

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Discussion (1) Comment

  1. Your page is awesome! I can tell that you really spent some time putting it together. Thank you so much for posting! I wish more pages were as good as this. Have a great day!


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