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Table of Contents

Lead Story

Lose the price war, win the merchant

News

Industry Update

Tribul Merchant Services: Bullish on merchants

Visa's vigilance pays off, PCI compliance takes off

When the system is down: Yipes!

Amazon flexes muscles with flexible payments

Cashless vending catches on

Features

Taking the kiosk to the ATM

Tracy Kitten
ATMmarketplace.com

Industry Leader

Mary Gerdts –
Pluck and intergrity lead from bean field to board room

Views

Knock fraudsters down with knowledge

Patti Murphy
The Takoma Group

Certify the good, blacklist the bad

Biff Matthews
CardWare International

Education

Street SmartsSM:
Buyer beware: That means you, dear MLSs

Dee Karawadra
Impact PaySystem

Risk assessment: What you need to know

Ross Federgreen
CSRSI

A real-life approach

Nancy Drexler
Marketing Moguls

Primo processor practices

Adam Atlas
Attorney at Law

The key to EBT

Jason Felts
Advanced Merchant Services Inc.

Banish chargebacks through communication

Steve Schwimmer
Renaissance Merchant Services

Company Profile

All card Processing-AAMonte-USA

3 Delta Systems

New Products

Merchant boarding simplified

Product: Comprehensive merchant application
Company: United Bank Card Inc.

Easy-as-pie PCI compliance

Product: HackerGuardian PCI PLUS Daily Scanning
Company: Comodo

Inspiration

Feed your reps, and they'll feed you

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

August 27, 2007  •  Issue 07:08:02

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A real-life approach

By Nancy Drexler

Editor's Note: The Green Sheet is delighted to welcome back Nancy Drexler as an esteemed contributing writer. Her articles about many aspects of marketing appeared in our pages from 2004 through 2006. To locate them in our archive, visit www.greensheet.com and enter her name in the search field that appears just below Fast Finder.

Marketing relies heavily on common sense. And all of us have at least some of that. Marketing also changes daily as products and services evolve, the competitive environment shifts, and the means for communicating and receiving messages improve.

None of us, really, can always be the expert.

So, since you likely know a thing or two about marketing, I've thought long and hard about what kind of wisdom to impart. I've decided that if you're reading this, you know marketing can be an invaluable asset to any business.

I assume you want to learn but don't necessarily want a basic marketing primer. There are many books and Web sites that can teach you the ABCs. I even did some of that in my last series of articles in The Green Sheet.

I also believe you want the latest information about what works. And I know your time is limited; you're really interested only in practical, usable information.

It's all about them

In my 30 years of professional marketing work, I've learned that a little bit of knowledge and research, combined with a lot of common sense, is really all you need to become a great marketer.

So, here is my No. 1 most important marketing lesson: Marketing is not, I repeat, not about telling someone who you are and what you can do. It is not about you.

Marketing is about knowing your market. It is about your prospects, your target audience, the people on the receiving end of your messages.

How are they seeing you, hearing you, understanding you? Why are they, or are they not, paying attention? How can you get them to feel, believe and act the way you want them to? All communications speak to recipients, one person at a time. Whether you are delivering your messages via e-mail, a print ad, sales piece or any other form of communication, your primary interest is not what you want to say, but what the person on the receiving end is ready, willing and able to hear.

What will make them stop and pay attention? What will make them continue to read? What will they focus on? What will they think about you?

And, most importantly, what will they do after they turn the page or click on the next e-mail?

Your goal as a marketer begins with an understanding of selective attention, perception and retention. Following are questions to consider in each of these areas, followed by some thoughts to point you in the right direction.

Selective attention

Selective perception

Selective retention

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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USAePay | Impact Paysystems | Electronic Merchant Systems | Inovio | Board Studios, Inc.