My Best Marketing Advice for 2023

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Entrepreneurship, Business, Careers

4.6 • 1.9K Ratings

🗓️ 23 December 2022

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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Summary

In today's episode, I shared some of my top marketing advice for 2023 during my talk at Web Summit. One of the most important things I recommend to people when it comes to marketing is to find your frequency. To do this, you need to make yourself equal to your competitors, but also distinguish yourself by offering extra value or something extraordinary. This can be in the form of a competitive product or even just in the way you present yourself. When communicating with potential customers, it's important to not only emphasize the benefits you offer, but also to demonstrate how you stand out from the competition. To effectively differentiate yourself, it's crucial to understand the consumer's value system and align with it. This can be achieved by asking open-ended and closed-ended questions to gather more information about their needs and preferences. Simply claiming that you're different isn't enough - you need to prove it by showing how you solve the same problem as your competitors in a unique and superior way. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	This is the flavor.
0:03.0	Dave, when it comes to scaling a business, how do you remain lean but obviously increase
0:09.0	profitability?
0:10.0	Yeah, so a lot of people think about scaling a business without thinking about the people
0:15.6	side of it.
0:17.0	When I scale a business, I have to know and connect the dots backwards from what my objective
0:22.2	is.
0:23.2	For example, we, in 1995, sold our business for $3.4 billion and the objective was market
0:32.0	share.
0:33.2	And so we looked at the people that would be necessary in order to effectuate a gross
0:39.4	revenue, an EBITDA that would require what was supposed to be a $1.2 billion accident
0:44.7	in 95, which by the way was a lot of money in 95.
0:47.9	I know it seems a daily accident.
0:49.9	Still a lot of money.
0:51.9	Personally, you have it.
0:52.9	It's a great thing.
0:54.9	But here's the basics of scaling.
0:57.9	Number one, note your objective.
0:59.9	Work your way backwards to the number of qualified people that it will take in order to scale.
1:06.5	So there's three steps in scaling any business to any size.
1:10.5	And I've done this with startups.
1:11.9	When I coach, I have a money morning thing that I do.
	...

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