Yesterday evening, I spent 3 hrs in meeting with one of the sharpest marketing mind in New Delhi. We discussed content, marketing strategies and many others things that we are going to cover in my upcoming seminar on building business.

One of my foundational base is “Scientific advertising”. In this, you have to understand the nature of your product, your company, your customer base and so much more so that you can create a marketing frenzy. It goes beyond what you might think about marketing or selling.

And because I have worked with pretty darn successful companies in New Delhi. I realized they have no concept of marketing and selling. Often their marketers are doing the job of salesman (and doing a piss poor job of it) and their marketing is literally man-handled by people who should have nothing to do with marketing at all.

For Example :– One of the Marketer for this publishing company was more worried about selling the advertisement page for the magazine rather than creating a strategy which results in automatically selling those pages, building a database or may be more effective brand awareness.

And these marketers have gall to brag about how successful their last campaign was. When you ask them what are they going to do afterwards, their silence give you the answer. Sometimes I wonder what exactly they think their job as marketer is?

Ah, I digress.

The problem with institutional advertising is, it’s too time consuming, too resource hogging, too pricey and almost always gets results which cannot be substantiated. This is where most business owners get owned and swallowed by their own business.

And this is exactly where I am going to show how anyone can handle their own marketing with just a shift in mindset. If your base is “scientific advertising”, then you’ll see results of your campaign and be able to realize and make informed decisions whether you should scrap this campaign or not before it starts bleeding your account dry.

And that’s how exactly you should be doing your business.

For example :– I helped a marketer with a full page advertisement which was going on 4 national monthly magazines with re-creating the offer, changing image position and improving the overall impact of the advertisement. The results was staggering. He could not believe how much response his ad got. His office was swamped with calls and people tried to get their hands on the offer.

The best part was he knew when to scrap this campaign as it started losing steam and instantly changed the offer with new advertisement improving his results. 

Now this is what I call smart marketing. I did help create the advertisement, but it’s his job to make sure he runs it and follows it afterwards. Most MBA grads spend spray shinning their diploma/degree rather than understand how to actually successful market and campaign their products.