Shaun, the co author of our second book “Marketing Success”, unveils the new catch phrase for one of our marketing campaigns to promote an upcoming workshop.
“Learn How to Build a $565 million Business”
Shaun explains “People come to see you talk about your experiences in Harvey Norman, and how you achieved this great result. It’s the Silver Bullet!”
“What’s a Silver Bullet?” I ask.
“People are looking to find the one thing that will make them an instant fortune. They are searching for something special to turn their business around. That is what a Silver Bullet is, a one off shot to riches” Shaun explains “Tony, people come to the marketing presentations because they feel that marketing will solve all of their problems. Both you and I know that you need to get the foundations of the business right before you expand the business, but that is not normally what people want to hear”.
“Also the other thing that they don’t like to listen to is the fact that when they say they have tried everything, they come out of the workshop realising that they have not even scratched the surface” concludes Shaun.
He was right. A lot of people like to hear my story of the time I was at Harvey Norman. During my time there the Computers and Communication division grew from $12 million to $565 million in 9 years (it might be the reason you bought this book). Sometimes I am humbled by this figure, but some people are almost are in a trance like state, and even when I start to break down the hype in all of this, they still believe that I am a savoir for their business (hey, another Silver Bullet).
Here is one truth that I have learnt about the concept of the Silver Bullet – there is no such thing!
The success of any business is due to the fact that the business has done multiple amounts of activity, worked out what has worked and what has not, and built a system armed with this knowledge to grow their business. People always come up to me and ask how Harvey Norman was successful. I simply reply look at the TV, read the paper, pick up a magazine, or listen to the radio. The success of Harvey Norman is based on the amount of activity that they do whilst other retailers lack the consistency to be able to market their business effectively. It is sometimes boring when you work in Harvey Norman with the same promotion carried out at the same time each year, using the same marketing elements, and promoting the same type of product. But guess what it works! It’s the consistency that counts.
So before you continue to read on in this book there are some realities that you need to understand about marketing;
• It takes a lot of activity
• It takes discipline
• You need to accept failure as an event and move on from it
Marketing is extremely fun, and that is also the key reason people turn up to the seminars and read the books on the subject, but the reality is that a lot of business owners get all hyped up, and never do anything about it and in 12 months time their business is in no better shape than it is now. Give yourself a reality check, build some disciplines into your marketing, and get your business to grow immediately.
This above extract was taken from our new book “Marketing Success” , the Australian Financial Review said “Rather than write about the theory of marketing, Mr Gattari and Mr Mooney draw on their consulting work with clients to pepper the book with real case studies that illustrate successful marketing”.
Author Resource:
Tony Gattari of Achievers Group is a business keynote speaker and guest speaker. His passionate enthusiastic style makes him ideal as your next sales speaker, marketing speaker or keynote speaker. Tony Gattari has worked with over 120 businesses. See http://www.achieversgroup.com.au for more info.
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