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Recently, the University of Pennsylvania's Wharton (Business) School completed a comprehensive study of small business marketing.
The study was underwritten by Pepsi, Frito-Lay, Colgate-Palmolive and a host of other big companies. They collectively invested more than a million dollars so that Wharton could track the marketing experiences of several dozen small businesses in a range of industries.
These subject-businesses (and their marketing efforts) were monitored and measured for seven years. The final report totaled more than 2,500 pages and yet reached only three incontrovertible conclusions:
There is no correlation between dollars invested and sales gained. Said another way: Spending more on advertising and marketing does not necessarily mean you will gain more sales.
The sales message drives all sales. It is the foundation of every sale.
Sales will increase (often exponentially) with repetition of the sales message. Meaning: If you repeatedly deliver an effective sales message to your target market, you will increase sales, often with ever- increasing results.
Simple conclusion
A million dollars worth of research by some very smart people has validated a very simple observation: Your sales message is the key to your success.
Simple plan: Develop the right message. Deliver that message as inexpensively and as often as possible. Adjust as necessary. Repeat the process on a continual basis and you will get excellent results.
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