3
The
PILLARS OF EFFECTIVE
MARKETING
S
SEATED IN a half-moon lecture hall with 60 other fast-growth
entrepreneurs, I was listening to round-the-clock speakers and
authorities on business at the MIT Endicott House as part of
MIT’s three-year program, Birthing of Giants.
The speaker who stood out from the rest was Verne Harnish, New
York Times best-selling author and authority on fast-growth
organizations.
Verne asked the class a simple question: “Do you own the ink in your
industry? Whoever owns the ink in their industry controls the
industry.”
By owning the ink in your industry, you become an authority. As a
result, you make the transition from an advertiser to an advisor.
22 | CARLEPUBLISHING.COM
Suddenly, buyers are coming to you for advice and solutions,
and that’s good for business.
How do you own the ink in your industry? It takes a marriage
between the three pillars of marketing — Digital Marketing,
Print Marketing, and Face-To-Face Interaction.
PILLAR ONE — DIGITAL MARKETING
According to an eMarketing Report, consumers today are now
spending more time online than on any other media outlet,
which includes TV, print, radio and the like. Consumers, now
more than ever, are using the Internet to research solutions for
their problems and validate the products and services they are
purchasing.