Each day is seems there is a new rule being applied to marketing. Whether it is giving things away free, how to engage in social media, content etc.
What is not often written about is applying the good old fashioned common sense approach.
According to the Webster dictionary the definition of common sense is:
Sound and prudent judgement based on a simple perception of the situation or facts.
The Oxford Dictionary definition is – Good sense and sound judgement in practical matters
If you think about it, this approach has lasted through the decades and has served businesses and their customers well. Of course this doesn’t mean you do not have to be creative in your marketing because you do. The same goes for implementing your activities well.
So here are a few basic examples where using your common sense can help with your marketing:
- Find out if the market is viable before launching your brand
- Work out what action you want your customers to take before implementing marketing strategies or tactics
- Have a budget for time spent on marketing activities and tools, especially the free ones
- Raise your prices if your costs have increased
- Find out your competitors’ strengths and weaknesses so you can defend against their strengths and capitalise on their weaknesses
- Have a plan so you know what you want to achieve, how you will achieve it and deadline to achieve
- Find out where your customers hang out so you can have a presence
- Partner up with other business to share the load and learn from each other
- Never think you know it all as customers’ attitudes and behaviours can change
- Don’t just blindly follow what others say is the new way of marketing as it may not apply to your business or customers
Over to you. What are your thoughts and how do you use the common sense approach when making decisions about marketing your products or services?
The tip I like the best is plan the plan and then work the plan.
Rob
Rob Berman recently posted..Take Product Add Service- Result Is More Profit
Hi Rob,
Planning and working it certainly does help.
Thanks for your comment
Great post, Susan. But how could you use the WEBSTER?!
Surely the OXFORD is the ONLY way to go?!
Hi Paul,
Of course Oxford is the way to go, but the defintion in my trusty copy I didn’t think was so clear. Here it is and tell me if I should put it in place of the one I used:
Sound practical sense
Mine says: ‘good sense and sound judgement in practical matters’.
Not much of an advance. I suppose we could concede this round to our American friends …
That is better than the one from my copy. Executive decision made and I will put in both.
Thanks Paul.
Cool! And if ever in doubt …
http://www.onelook.com/
My common sense tells me to follow the Golden Rule… “Do unto others as you would have them do unto you”.
I am no fan of manipulative or aggressive marketing so I make a point to avoid this in my approach. The universe, I think, notices!
Keyuri Joshi recently posted..How Parenting with Emotional Intelligence Can Weaken Bullying
Hi Keyuri,
Following the golden rule is so true whether in life or business. Thanks for the addition.
All so true! And to that I would add: Deliver what you promise. Perhaps I would modify that further; Surprise your customers and deliver better, faster and more beautifully than they expect. As an artist, I try to live by this, and it has certainly helped my word-of-mouth business!
Hi Merry,
That is a very good addition and just makes sense. I did like the picture of the cat jewellery you made in your blog post.
Thank you, Susan. That was made for a customer who sent me a photograph of her cat!
Agree with you completely Susan. Common sense seems to have gone out the window in many cases. Not to mention all the “online marketing experts”. Even 22 year olds claiming to know everything there is to know about marketing.
Catarina Alexon recently posted..Vanity boosting prosperity and biodiversity
Hi Catarina,
Thanks for your comment. I think perhaps everyone calls themselves an expert because so much is wrtten that says you need to be. I once had a discussion about this and said it is the expertise that is importance not the self label of being an expert. What do you think?
Susan, Excellent examples of using common sense to help with your marketing. The common sense mantra that I try to follow the most is that everything you do is either a relationship builder or a relationship destroyer – everything.
Sherryl Perry recently posted..Will Documenting Something Now Save You Time Later
Hi Sherryl,
That is a great mantra and when you think of it so easy to follow. Thanks for adding this.
“Don’t just blindly follow what others say is the new way of marketing as it may not apply to your business or customers”
This is a huge and important point. Marketing today has two camps. Those who sell to you how to do it, and those who show you how by example.
The discerning marketer will realize the difference.
Paul Novak recently posted..Freelancing- My Ticket Out of Happy Acres
Hi Paul,
Can you just expand on the point those who sell?
Unfortunately for many small business who have no experience I think it is difficult to not just follow what some say as it can sound okay.
Susan, I love it. Common sense is helpful in ALL aspects of our lives – not just marketing right? The problem is that there are many who either don’t have common sense or are too busy/stressed/overwhelmed to use it. Definitely planning is key as opposed to jumping on the bandwagon for the latest and greatest “magic button”. Isn’t it ironic how the most effective business practices boil down to the basics of life in general? That being living by the “golden rule”.
Thanks for posting
Julie Weishaar recently posted..The Many Hats of a Copywriter
Hi Julie,
You are right about how common sense helps in all aspects and make a good point about being stressed. Do you think from your experience that small businesses are starting to realise the magic bullets do not work?
Have always loved the golden rule as it keeps you on track.
Thanks for your comment.
I am not sure Susan. I think intellectually small business owners – like everyone else – know that there is no “magic button” – yet there is always a part of everyone that still hopes to find one either to lose weight instantly, win the lottery, find that residual income program that will earn you 6-figures overnight without doing anything, etc. I think people are scared and as a form of comfort, hold onto the fantasy that help is on its way. I personally haven’t dealt with people who are still holding out for that magic, yet the number of get rich quick schemes being thrown at us from Twitter, email, etc. is certainly not slowing down!
Julie Weishaar recently posted..The Many Hats of a Copywriter
The schemes actually seem to be increasing. Interesting point about being scared and I think you are right. It is easy to sit back and be rational but when circumstances are not good then fear does play a part in your actions.
Thanks for adding these points Julie.
It is more than just an increase in the schemes, it is also a race towards the higher numbers in followers, networks, etc. I see new networks popping up constantly – how many networks can one person belong to? People are getting caught up in the numbers game and forgetting what their main objective is – that being to increase their bottom line. I had a conversation recently with a man who bragged about how many Twitter and FB followers he had. When I asked him how many of these followers/fans had turned into clients – there was dead silence. It is a crazy world we live in!
Julie Weishaar recently posted..The Many Hats of a Copywriter
Hi Julie,
I hadn’t thought about new networks. I can see your point. A few months ago there were posts about the number of followers weren’t important. Then a few weeks ago posts started appearing saying yes they were important. It sure must mess with some people’s brains.
Good question you asked and so relevant. Wonder where it will all end up.
Well said and to the point. There is so much information out their about online marketing that it is hard to weed out the information and find what you need to do for your business. Starting with clearly defined goals will help you determine which path to take.
Hi Julia,
I have a feeling the information overlaod will only get worse and you are right about having defined goals. How is the blogging challenge going?
Thanks for asking. The challenge is going great. It actually has been easier than I thought to post everyday. My statistics have improved 100%. I don’t comment on as many blogs as I did before but I think I will hit a happy medium.
Sounds like it has been worthwhile Julia and that is good news about your stats.
Susan, just stumbled upon your site so I will give it the thumbs up!!
Catarina Alexon recently posted..Vanity boosting prosperity and biodiversity
Thank you Catarina.
I have to ask you something, is there such work that doesn’t need commonsense?
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