Successful Marketing – It's All About Principles

A principle is a fundamental truth that serves as a foundation for a system of belief or behavior or for a chain of reasoning. Principles are the driving force behind everything. They exist whether we know it or not, and they affect us whether we are aware of them or not. If we choose to understand principles and live in accordance with them, we will likely succeed, if we are oblivious to them, ignore them or fight against them, we will likely fail. Imagine trying to build an airplane, the better you understand the principle of aerodynamics, the more likely you are to fly. The more you fight against it, the less likely you are to leave the ground. What does this have to do with marketing you ask? Well, just like everything else in life, there are principles that drive purchase decisions and therefore regulate the rules behind smart, strategic marketing. The better we understand what is fundamentally driving patients to purchase our services, the more successful our marketing efforts will be. So what are these principles?

1. Needs and wants are based on perception.

2. Initial purchases are made on the perceived value of the purchase in relation to a perceived need or want.

3. Forming a perception requires information.

4. Knowledge must be given incrementally.

5. Knowledge of differences creates a platform for choice.

6. Trust is earned or lost through increased knowledge.

7. Purchase requires trust.

8. Rewarded trust leads to subsequent purchases, unrequited trust leads to lost opportunity.

9. Continually rewarded trust engenders loyalty.

10. Loyalty is necessary for the long term success of the business.

Because of the importance of each of these principles, I will spend some time talking about them in the next few newsletters. Ultimately these principles should form the foundation of a proper brand definition that will drive all of your marketing decisions moving forward.

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Author: Doug Sligting
Published: 05/01/2009
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