“Marketing” is the newest release in the Brian Tracy Success Library (AMACOM Books), a series of condensed insights on various business topics. In it, trainer and consultant Brian Tracy offers these military principles that can be applied to your marketing strategy:
• The principle of the objective.
The starting point of marketing strategy, and perhaps the most important part of strategy in life. Measure yourself and set benchmarks against which you can compare your performance. You can’t hit a target that you can’t see. What gets measured gets done.
• The principle of the offensive.
For you to be successful in marketing you must practice the “continuous offensive.” You must be constantly trying new things and discarding old ideas that do not work.
• The principle of the maneuver.
In marketing, we refer to maneuver as creativity and innovation — finding better, faster and more attractive ways to communicate with our customers and get them to consider buying our product or service.
• The principle of the mass.
Great battles are won by concentrating your forces at the enemy’s area of weakness. Your ability to focus and concentrate on your best
message, and aim it at your best customer, is an essential key to marketing success.
