Ditch the 'experts' - you don't need them!

Social media is crammed full of loud people who THINK they understand marketing. Most of them don't!!

Who am I talking about? Gobby ex-salesmen, graphic designers, business coaches, PR consultants, communications execs, website designers, retired journalists, business mentors, and most bizarre of all, accountants who think they can teach you how to increase your sales!!
Uncle Tom Cobbley and all. Charlatans, the lot of them!

But there is a surefire way of knowing if these so-called ‘marketing experts’ REALLY understand marketing. What is it?

Someone who really understands marketing knows that the REAL purpose of marketing is to make itself unnecessary! Yes you read that correctly. A genuine marketing expert wants their work to become pointless, because the company will get to a stage where it understands the customer so well, that the product or service actually sells itself - without the need for any marketing in the first place!

Truly successful marketing should ‘eat itself’ - it should create a situation where it is no longer needed.

Now you won’t get told this by any of the charlatans out there who set themselves up as ‘experts’ and try to charge you a fortune for business advice. Why? Because they would be putting themselves out of a job!

So instead they come up with never-ending circular marketing campaigns that cost more-and-more money, but never actually reach any logical conclusion. The ‘expert’ (consultant, coach, or whatever) wants you to have just enough success that you will keep employing them, BUT not so much success that the product sells itself. Because that would mean you wouldn’t need them anymore!

So if you run your own company and you really want to be successful, then ditch these charlatans altogether, and set out to truly understand your customer first. If you really understand your customer at a profound level, then you’ll be surprised how little marketing you actually need.

In the words of Peter Drucker: "The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself."