A 2022 Marketing Lesson from the 650-Year-Old Leaning Tower of Pisa?
The Leaning Tower of Pisa is known worldwide for its nearly four-degree lean.
Unlike many famous buildings, it’s not famous for its exquisite details or impressive construction.
It’s famous for one main reason: It was built on an unstable foundation. I always thought that tower started leaning after standing there for a long time.
But do you know what I found out? The tower started leaning during its construction in the 12th century because the soft ground it was built on couldn’t support its weight.
And that makes perfect sense.
Do you know what the word “Pisa” means in English? I found out that the city of Pisa got its name way back in 600 BC. It comes from a Greek word that means “marshy land.”
I think The Leaning Tower of Pisa is a great object lesson for marketers and companies that want to succeed this year.
If you don’t build your marketing on the deep and solid marketing that has stood the test of time, you shouldn’t be surprised when everything you’ve worked for comes tumbling down.
The Successes of 2022 Will Be Built on the Marketing Fundamentals of the Past (*Skip This If You’ve Read the Other Articles in This Series*)
In 2022, I believe that the biggest marketing breakthroughs will take place at the intersection where opportunity and the fundamentals meet.
The people and companies that will succeed the most this year are the ones that keep their eye out for opportunities and then build their success on the strong foundation of the fundamentals.
What fundamentals? The marketing fundamentals that have existed for at least 100 years and that will probably exist for at least another 100 years.
How do I know this will be true? Because this has been true for a century, before and after the internet.
(I don’t have time to go into details here, but the success of Google, Facebook, LinkedIn, and other top companies are inextricably connected to the same marketing fundamentals that were used in 1922 and even earlier.)
For that reason, I’m going to continue the series I began a year ago at the beginning of 2021. (Important: I will be updating all of my previous articles to refer to 2022.)
The 12 Marketing Fundamentals You Need to Succeed in 2022
Today, I’m going to reveal the 11th marketing fundamental you need to succeed this year.
If you haven’t read the other articles in this series, then you should read the next section. It will help you to understand the importance of the marketing fundamentals I’m sharing with you.
Here are the first 10 of the marketing fundamentals you need to succeed this year…
The First 10 Marketing Fundamentals:
Here are the ten marketing fundamentals that I’ve revealed so far are in this series:
- The first marketing fundamental is attention. Because without attention, there is no marketing.
- The second marketing fundamental is attraction. Without attraction, all the work you put into capturing their attention will be wasted.
- The third marketing fundamental is follow-up. Because two of the biggest mistakes many companies make are tied to follow-up. They don’t follow up at all. They don’t follow up enough.
- The fourth marketing fundamental is a unique selling proposition. Because if you’re ever going to get your prospects to choose your company, product, or service over your competition, then they have to know WHY and HOW your business is different and better than any of the other choices.
- The fifth marketing fundamental is your Who or what is commonly called your “target market.” Because if you don’t get this group of prospects right, then all of your marketing efforts will produce little results.
- The 6th marketing fundamental is your offer. If you don’t create a powerful offer, even the right “whos” won’t end up purchasing from you.
- The 7th marketing fundamental is your copy or the words you use. Once you have the right audience and the most powerful offer for that audience, then the next most important thing to focus on is the words you will use to communicate to that audience.
- The 8th marketing fundamental is upselling. All successful companies use upselling to increase their profit per customer.
- The 9th marketing fundamental is backend marketing. It isn’t the first sale with a customer that brings you the most profit. It’s all of the sales that you make with that customer for years to come.
- The 10th marketing fundamental is becoming more memorable. The real reason your company isn’t more successful could simply be that they don’t remember you.
Alright, you’re now ready to discover the 11th marketing fundamental.
The Local Restaurant That Was Popular with Senior Citizens
Back in the Bay Area, there used to be a local restaurant in a small strip mall that is very popular with senior citizens. I don’t know how or why it became popular with this niche, but it did.
I was driving by it one day and realized that if they didn’t add new customers to their business, then eventually all of those customers will no longer be around to be able to eat there.
I don’t mean this to be morbid, but since this business deals with people in the later stages of life, they will eventually lose all the customers they currently have.
But before you think, “Yeah, they better do something about that!”
This also applies to YOU and YOUR business or company.
What this business and ALL businesses and companies need to do is to add new customers or reengage former customers.
Why? Because of a simple fact: No matter what you do, no matter how great you are, and how great your product or service is, you will eventually lose customers.
Many businesses and companies focus on getting new customers. But they forget about the need to reengage former customers.
That’s why you need to focus on the 11th marketing fundamental: You need to continually reengage your lost or former customers. Some also call this remarketing.
The mistake that many businesses make is they begin to rely on the fact that they have customers and expect their current clients/customers to always be around.
They don’t do anything to ensure that they will be around. They just expect them to be.
That’s why in my next series of articles, I will be focusing on the 11th marketing fundamental. If this resonates with you, then subscribe below so that you will be automatically notified when my articles go live.
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