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Small business marketing requires an important shift in mindset.

No matter what business you may think you’re in, you’re also simultaneously in another: the marketing business.

In fact, no matter what business you’re in, be it a law firm or cosmetic surgery outfit, marketing IS your primary business. That’s because nothing happens until a sale is made.

You could have the best technical skills around, or have created a product that will solve a problem for millions, but no one will know about you unless you get the word out.

Sure, if you’re the absolute best at what you do, you’ll get some word-of-mouth promotion.

But, for the rest, if the phone ain’t ringing, that’s your customers not calling.

Marketing is what separated Microsoft from Apple or Dell from Compaq. It’s why more people drink Coke than Pepsi. It’s why McDonalds sells billions of dollars of food loaded with fat, calories and sodium even though tasty and healthy alternatives exist.

I’m not advocating you sell junk. I’m just saying that the world is loaded with great ideas, patents, inventions and people that take a back seat to those who do a better job marketing.

Is Roomba the best vacuum in the world? Probably not, but it’s one of the fastest selling.

You don’t need the best product or service in order to be successful. But you do need to market.

Most people suck at marketing. That’s largely why most new small businesses fail. Capital is important. But plenty of small businesses have begun with nothing and succeeded – because their founders knew how to market.

If you become skilled at small business marketing, you’ll never have to worry about money again.

You could have everything taken from you. But if you know how to market, you’ll be back on your feet in no time.

Most people fail at small business marketing because they go about it all wrong.

Contrary to popular belief, effective marketing isn’t all about name recognition, cold calling, spam email, hard pressure sales tactics, or smooth, charismatic wit.

Marketing gets a bad rap. In many cases it deserves it. The world is filled with scammers, liars and snake-oil salesmen.

But do you believe you offer a great product or service? Then why not learn to deliver it to as many people as you can?

That’s marketing.

When you learn to be an effective marketer, you’ll have developed skills far beyond those needed to just get customers.

You’ll have skills for raising capital, motivating employees, negotiating with suppliers and creditors, arranging partnerships and joint ventures and so on.  You’ll even understand how to better communicate with your spouse, your kids and your friends.

You don’t need to be a back-slapping glad-handler to be a great marketer. There are plenty of introverted but successful marketers. You don’t need to have a pure white smile or strong jaw. Not all marketers are good looking.

But you do need to know some important fundamental concepts.

In the next sections, we’ll explain these small business marketing concepts in greater detail.

You’ll be amazed at how low-stress, yet powerfully effective these concepts will be.

Meanwhile, you need to start adjusting your mindset. You’re a marketer, first and foremost.

You’ll help far more people with your products and services, make far more money and greatly improve the lifestyle for you and your family once you understand this.

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