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Who is Walt Goshert?

Walt Goshert is an independent “saleswriter” and marketing strategist with more than 25 years experience in direct sales, marketing, sales writing, and direct- response lead generation in the financial services industry.

Walt has written copy for clients including Aetna, Nationwide Insurance, Wells-Fargo, Countrywide, Fireman’s Fund, Fidelity Investments, and leading insurance agents and independent financial advisers.

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    A “Marketing” Golf Clap…

    As a good marketer, I had to publish here for all of you readers.

    But, mostly as a humble reminder to myself.

    What do you know?

    Three years ago, I published this list, which was very much a riff, not a carefully planned manifesto. It has held up pretty well. Feel free to reprint or otherwise use, as long as you include a credit line. I’ve added a few at the bottom…

    What Every Good Marketer Knows:

    • Anticipated, personal and relevant advertising always does better than unsolicited junk.
    • Making promises and keeping them is a great way to build a brand.
    • Your best customers are worth far more than your average customers.
    • Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
    • Marketing begins before the product is created.
    • Advertising is just a symptom, a tactic. Marketing is about far more than that.
    • Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
    • Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
    • Products that are remarkable get talked about.
    • Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
    • You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
    • If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.
    • People don’t buy what they need. They buy what they want.
    • You’re not in charge. And your prospects don’t care about you.
    • What people want is the extra, the emotional bonus they get when they buy something they love.
    • Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
    • Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.
    • People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
    • Good marketers tell a story.
    • People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
    • Marketing that works is marketing that people choose to notice.
    • Effective stories match the worldview of the people you are telling the story to.
    • Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
    • A product for everyone rarely reaches much of anyone.
    • Living and breathing an authentic story is the best way to survive in an conversation-rich world.
    • Marketers are responsible for the side effects their products cause.
    • Reminding the consumer of a story they know and trust is a powerful shortcut.
    • Good marketers measure.
    • Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
    • One disappointed customer is worth ten delighted ones.
    • In the googleworld, the best in the world wins more often, and wins more.
    • Most marketers create good enough and then quit. Greatest beats good enough every time.
    • There are more rich people than ever before, and they demand to be treated differently.
    • Organizations that manage to deal directly with their end users have an asset for the future.
    • You can game the social media in the short run, but not for long.
    • You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo.
    • Blogging makes you a better marketer because it teaches you humility in your writing.

    Obviously, knowing what to do is very, very different than actually doing it.


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