By Juan Nodarse

President, The Marketing Advantage

“It Depends.” Two simple words, but most business people are unaware of the impact of these two words on marketing efforts.  Allow me to explain why I tell clients these two words are so crucial to marketing.

REAL marketing is a process focused on understanding your strengths and weaknesses in order to overcome problems and take advantage of opportunities. Each situation is unique; every segment is different. And yes, each business should market their products in the manner that best fits their needs.

While there are marketing principles that are a given and even proven, the application of these principles to the advantage of each business may be approached in many different ways. There is no one way to successfully market your business or product, and anyone that tells you so or tries to sell you that ‘silver bullet’ or ‘one-stop solution’ is either lying or letting you know they don’t understand how REAL marketing works.

The following ten examples help to explain why “It Depends” is so important:

1. Your attitude. The success of your marketing depends on your attitude. Successful marketers recognize that marketing is evolutionary and they never quit learning. They realize that when they quit learning the world around them changes dramatically, and they may be left in the dust.

2. Your work ethic. Don’t fall for the ‘easy’ sales pitch. Unlike what some may lead you to believe, marketing is not easy. There are no silver bullets. The success of your marketing efforts will depend on how hard you work at it. This is why the benefits and the rewards are significant.

3. Your vision. Without vision nothing happens. Marketing depends on a vision to provide direction and guidance.  Being unrealistic in your vision may lead you down the wrong path. On the other hand, if you’re not visionary enough, you may limit yourself. Your vision should be uniquely yours, based on you and your situation, not someone else’s.

4. Your strengths and weaknesses. At its basic core, marketing is about taking advantage of your strengths and overcoming your weaknesses. But real marketers also know that not everybody is the same. The strategies and tactics you implements may differ depending on your strengths or weaknesses.

5. Your resources. We’d all like to have an unlimited budget to do as we please, unfortunately most of us don’t. Your marketing efforts may depend on what you can afford to do or not do.

6. Your brand. Every doctor has a brand. Your brand is, ‘the collective perception of those who come in contact with you.’ That perception is a combination of your personal brand, business brand, and brand perception towards your offering. Your ability to influence your audiences will greatly depend on the congruency of your brand and will determine the success of your efforts.

7. How long you’ve been in practice. The marketing needs of a new business are very different than those of an established one. One solution does not fit all. The most applicable strategies will vary depending on the status of your business.

8. Your goals. Some companies want immediate growth. Others would like to focus on market share. REAL marketers know that success can be defined in many different ways. Your success is dependent on what you desire.

9. Your segment. Every segment is different. There is no guarantee that what works for one will work for another; what works for a product may not work for a service. Depending on your audience’s perception about you, your product, your brand, and your ability to ‘brand’ yourself uniquely and properly, your success could be greatly impacted.

10. Your competitors. Some segments have large numbers of competitors. Some of those are well established with a great reputation. Some are great marketers. The appropriate marketing strategies for your situation and the results you can expect may depend on your competition.

Do you see my point? Which marketing strategies or tactics you choose depend on a number of variables. By taking a REAL marketing approach and applying the principles of marketing to your specific situation, you can experience greater success, and best of all, success that is uniquely yours, so you can modify or change it as needed. You can build a successful company that fits you and your unique strengths by following the REAL principles of marketing.