You can use a hammer in several different ways. A hammer is a tool that is typically utilized with a nail to secure another item to a separate item.  Some people are not very good with hammering nails.  Other people might use a hammer as a weapon to hurt someone.  In other cases, people might use a hammer to crack open nuts to eat.  The bottom line is the user decides how to use the hammer.

Marketing is similar to that hammer.  A good marketing and communications tool can secure sustainable revenues for your company.  If you nail the target market then your results are unbelievable.  If you use the wrong tool the results can be disastrous.

The problem with using the wrong marketing tool is the waste of time and money.  When business owners feel that reading a “self-help” book or a documentary gives them sound marketing advice they go down a slippery slope fast.  The next statement is “Marketing does not work.”

Marketing is a process that only works if you use the right tool for the right situation.  What tools are you using?

• Shaundell Newsome, Your Personal Marketing Mentor – Sumnu Solutions Zone