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If you are faced with a business problem, how do you usually go about the process of solving the problem?
Is the process any different in solving a marketing problem?
In my experience of working with clients of about every type, I believe marketing problems are treated with less process and more search for a recipe. Marketing problems seem to be treated with less process than other business problems.
A recipe is someone else's process. In marketing, a recipe that works in one kitchen may fail miserably in another application.
A marketing process operates within a series of well--formed steps.
We don't suddenly skip five steps forward in a process due to an urgency to bring rain to the business.
This is an example of a two-step process...
1. Build awareness for the product
2. Build intent to buy the product.
It seems obvious that we can't expect to build intent to buy without first achieving product awareness within a target market. Many marketing processes are complex because consumer behavior is complex.
In a process, we can't skip a step.
This is the process I seek in the initiation of marketing solutions:
1. Seek and hear God in the matter.
2. Pray that God would use me as a conduit to change. Flow through me.
3. Advance the Kingdom.
If the planned marketing activities aren't good for the kingdom of God, the plans are worldly and will be limited.
We can expect God's blessing on kingdom goals.Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.
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