New Rules of Marketing
in a crowded marketplace

In VillageEconomy, there was no need for marketing. There was the blacksmith, the butcher, the seamstress, the barber—everyone knew one another—it was a closed loop. Then villages grew and became CityEconomies. We're now in an economy where millions of products compete for the consumers' dollars. The average consumer is pitched over 3,000 times in one form or another.

1. Assume that they don’t need it.
2. Assume they don’t even want it.
3. Assume they have 100 other MoneyHoles.
4. Assume they don’t like your Sales&Marketing.
5. Assume they don't like Salesmen with white shoes.
6. Assume they go for a pee during TV commercials.
7. Assume they spend a fleeting second on newspaper ads.
8. Assume they don’t Trust you.
9. Assume they don’t even Like you.
10. Assume they may not even have the money for it.
11. Assume that—because of boredom and apathy of excess—it may take 9 kisses to turn a frog into a prince, and 2 out of 3 attempts will miss the mark.
12. Assume, that in small business, marketing is everything you do from the energy in your voice inflections on telephone to how your staff says "good morning" to coffee stains on your showroom furniture. Everything that, in one way or another, affects what your customer thinks of you.

Excellence in marketing is never having to say: Buy it. Think how you can make your business/service/products so great they sell themselves. You want to understand your buyer, service him better, and respond to his personal needs better.