For years I thought I created this quote, and maybe we both did independent of each other.
I have to give the benefit of the doubt to Mr. Kennedy, though, as he has spent a lifetime producing genius-level marketing advice that should be required reading for anyone who gets within 50 feet their company’s advertising budget — whether it’s their own small business or a Fortune 500 company.
This should be the golden rule of any small business. It really doesn’t matter what your product or service is (Dan Kennedy calls them “deliverables”): dental work, a pizza, even a sermon.
In any business, the marketer of the thing is much more valuable than the doer of the thing, since you can’t do anything until someone walks through the door and buys.
Even in everyday life, this quote is useful because it serves to remind you to put the “experience” people have with you above whatever it is you’re ultimately trying to accomplish. You can be pleasant and still get your point across. You can differ without rubbing the other person’s nose in how wrong they are.
Your personal reputation is your own personal “brand.” Do things that build trust and confidence in your brand and you’ll have loyal friends for life.
Whatever business you’re in, you’re really in the marketing business.— Dan Kennedy