Digital or traditional marketing fundamentals have not changed since Oog and Ogg left his cave and began to haggle on a stone ax head. Here are some of the rules for marketing success at any age. WII-FM This is the favorite radio station around the world – What's in it for me. Benefits (which is what's in it for me) are the basis of all marketing. The benefits are why people buy. Are the difference in your life that you will buy. Benefits are not characteristic. These are the characteristics of your product, service or company. The benefits are not applications. This is how people use what they sell. The benefits are the difference in your life happens, and to buy something from you. Telling people how they will benefit and who will buy from you. It's almost as simple. Horn Tooting Law No matter how much you wish it were so, people do not just automatically wakes up one morning and decide to buy from you. They need to know first. They need to know what you do and how the purchase will benefit you. No matter how much you wish it were so, the only person you can count on to tell his story it is. Sure, your customers might say good things about you, but you can not count on it. Not if the speaker is going to get gear, it is best that the figure is going to do the playing. That is the Law of Horn Tooting: Toot your own horn so you can not count on the other to sound your horn for you. The marketing magic stone may be magic in the heart of a girl, but there is little magic in the marketing. Regardless of how consultants and motivational speakers can make it appear, you're going to have to work on it. No one, or even two things at once simple, complete and permanent effective marketing. No, if there is a magic stone of marketing is this: Is the bases with constant diligence. And what are the basics, I hear you mourn. You should receive your message so that people recognize his name and associate it with what you do and what makes you different. You should identify prospects and convert a good number of them in shoppers. You must tell people about the benefits of buying from you. That's all folks, customers and potential customers alike. Remember the Law of Horn Tooting. It does not appear that just because you have given people a good service, they'll remember that next time you're ready to buy. You must meet its promises. Otherwise, nothing else matters much. You must keep in touch. If you are not talking to your best customers and prospects that you will not know what their problems are. You will not know when you have a problem with your product or company. And you will not be able to tell you about the pure product or service that is perfect for them. There are other things you should do, like have special programs to get the critical second-order, make things more easier for current and potential customers, and pay attention to your most valuable customers. None of these things, unfortunately, is magical. Rule Riley When I was coach of the NBA, Pat Riley used to have a saying: ". No rebounds, no rings "In other words, if they do important work, there will be a winner. We can translate this into business terms. There is no marketing, no money. Marketing is not a campaign, initiative or program that has been done with it. It's the way we do business. Every day. Every week. Every month. Forever. Kiss Principle I You know that. It has been a staple of motivational speakers and trainers year's sales. Keep It Simple, Silly. You can replace the word S of choice for the last word in the sentence. Keep it simple, because complexity makes you work harder for the same results. When I was starting in business, the company that was with us, did sing spontaneously sprang 8-4-2 until our subconscious. The song meant. Make eight sales calls every working day. A call was where it really spoke to the customer, not only left his card. Demonstrate the product four times a day. About two sales a day. Simple, huh? What is. But we remained focused on the basics. And people who followed the rule tends to be successful. KISS Principle II This is Keep It Smart, Silly. Play the odds. Pay attention to your best customers and best prospects. Pareto is still right, you're going to eighty percent or more of the results of the entire twenty percent of your customers and prospects. If not already done so, make a list of clients and prospects ABC. Then work on that list, paying attention to customers and prospects with greater potential. And do it well. Be sure to call your best customers and potential customers enough for the business you need them. In the twentieth century, the writer Ring Lardner said: "The race is not always to the swift, nor victory to the strong, but that's the way to bet .. "Kiss Principle III This principle is a little different. This principle is not an acronym. This principle is real kisses. Reply to this question. Where are more likely to get your next kiss? It was from a random sample of people who are in the street? Or will you have your last kiss? Most likely your next kiss will come from the place you got your last kiss. Now replace the word "kiss" with the word "sale." People who have bought from you before are more likely to buy again. Furthermore, selling them is more efficient. It costs five times less in terms of money, time and effort to get a sale from an existing customer than it does to create a new customer. And it gets better. Existing customers are likely to buy more profitable products and the longer they remain customers. So the romance of current customers. Show them how much you love them. The iron law of responsibility It's up to you. You are responsible. If the customer makes a bad decision and buy competitors, it's your fault. It's no fault of his client. They made the best decision he could in his situation with that knowledge that was available. If you do not have the right information, you should have said. If you had to decide immediately, should have been available to help. It is not the fault of the world, or a market failure, or failure of your competitor. You are solely responsible for the results of commercialization. Up to you to share the benefits, sound the horn, and after maintaining the fundamentals of marketing every day. Up to you to keep it simple and elegant. Everything depends on the romance of its customers. It's simple, really, but it is not easy, and has not changed for centuries.