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Dear
Friends,
Want to find out how to
build a $565 million
business, read on. Its not
rocket science, it takes
guts, discipline and lots
and lots of activity. This
extract is taken from our
highly acclaimed new book
“Marketing Success”. Buy it,
its a wonderful passionate
read, full of war stories of
real life marketing examples
that cost very little money!
Until next time, have a
great week and call us if we
can help.
Be the best
Regards
Tony Gattari
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Learn How to Build a $565 million
business
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;
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”.
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