Murphy's Laws of Marketing

1. Marketing is not the same as sales. Marketing finds the hen house; Sales calls on the hen and brings home the eggs.

2. The main objective of a marketing program is to get the word out and to have the whole world know that you're there and what you can do for them.

3. A marketing plan should spell out what you are going to do, who's going to do it, by when (set priorities), and with what budget.

4. Divide your market into segments (market segmentation) to which you will send different messages, in different ways, at different times.

5. People want to hear (or read) about what's important to them, not what's important to you.

6. No one is typical, including you. Just because you react a certain way to a marketing approach, doesn't mean others will too.

7. Your company name should say what you do. Or certainly a tag line should.

8. Your business card should say what you do; most don't.

9. Most small businesses usually shouldn't do media advertising (radio, TV, newspaper); they can't do enough of it to do them any good and the money can be better spent.

10. Marketing is often a matter of being remembered at the right time and that means being remembered at a lot of times that aren't right.

11. No one ever went bankrupt underestimating the intelligence, education, or attention span of their market.

12. Make your marketing materials easy to read. Most important, make them look easy to read.

13. No paragraph of business writing should be more than five lines long.

14. If it can be misunderstood, it will be. If it can't possibly be misunderstood, somebody will still misunderstand it.

15. For most people, the first dollars spent on marketing should be for a graphic designer and a professional writer. You can't afford to look like you can't afford it.

16. Know what you aren't good at and hire somebody to do it who is good at it.

17. Marketing is an investment, not a cost.

18. Beware procrastination. It is the major enemy of healthy marketing.

19. Readership of your marketing materials is inversely proportional to the number of words in them.

20. Track where your leads come from so you know what to do more, and less of.

21. Marketing is not a luxury to engage in only when you're flush; it's an investment you make so you get flush.

22. When you decide you need new marketing materials, you need them now, not when you've used up the old ones.

23. Your outgoing voice mail message is often the first impression you give. Listen to it and see if you'd like to talk to you.

24. Most people cannot write their own marketing materials. They're too close to the business and tend to want to put too much into them and say the wrong things.

25. Keep at it. Your chance to make a sale may not come until someone else fouls up.