Would Improved Marketing Skills Help You?

The Success Margin

Thursday, October 4, 2007


Recently a friend who is a best-selling author sent his 21-year-old daughter to one of my marketing seminars in Las Vegas. (For privacy purposes let’s call her Stephanie.)

But unlike most enthusiastic, highly motivated attendees, Stephanie left before my presentation ended. Reason? To attend a party!

While the marketing training fascinated and interested Stephanie (it opened up a whole new world for her), she simply felt the principles of marketing I was teaching were strictly to generate sales. Therefore, she felt they did not apply to her life or current career. With her view of what marketing is about, she unsurprisingly opted to return to the party.

Of course, lots of people erroneously feel marketing is only about selling products.

But her loving father disagreed with his daughter on this point. He felt Stephanie had missed a huge opportunity to learn some valuable, even life changing, ideas. Her dad suggested I comment in The Success Margin about the many important uses of marketing in life. He wrote me a letter which inspired this writing. I thought it was a great idea
from which my subscribers would benefit.

Let’s first look more closely at what marketing really is. It might be defined this way:

A process that includes communication seeking a specific result. It always involves selling oneself.

If you accept this definition, some of the crucially important potential examples of direct marketing would include:

– A resume that attracts job offers from employers

– A speech about any topic. A speaker is always marketing two things

  1. Himself/herself
  2. Ideas

– A communication with a prospective employer when seeking a job. This could bedelivered in a letter or in person

– A letter to a university when applying for acceptance

– An apology to a friend

– A love letter or talk with a romantic partner

– A letter to a relative with the goal of re-establishing a broken relationship

– A letter of heart-felt appreciation to a parent or loved one

– A proposal to publishers to get a book published

– A letter to a former customer in an attempt to win them back

– A letter to a creditor such as a mortgage or credit card company asking for more time to pay an outstanding debt Please notice, dear reader, that everything you
write is a form of direct mail. This is a major component of marketing and communication skills. That’s why I focus so much upon it on these pages.

If you really want to help your friends and loved ones, here’s an idea that costs you nothing. And you also might help make the world a better place. Simply suggest they, too, become a subscriber to The Success Margin.

Your correspondent,

Ted Nicholas