Jan 28, 2013

Caution: A Poorly Made Marketing Decision is Afoot

Caution: A Poorly Made Marketing Decision is AfootSteve Cuno is the founder of the RESPONSE Agency, a direct response advertising firm in Salt Lake City. His articles have been published internationally, he is the author of the book Prove It Before You Promote It: How to Take the Guesswork Out of Marketing, and the as-told-to author of the new book It’s Not About the Sex My A**: Confessions of an Ex-Mormon Ex-Polygamist Ex-Wife. In his spare time, Steve enjoys spending quality time with his grand piano and forcing people to look at photos of his grandchildren. Contact Steve at [email protected].

The sure sign comes when the boss, fingers on chin, draws a portentous breath and says, “I’m going with my gut on this one.” Then, lest anyone doubt the higher authority of the lower extremity, the boss adds, “And my gut” — pause for dramatic effect — “is never wrong.”

Or, equally bad, somebody convenes a focus group and believes what comes out of it. Now instead of one gut leading you astray, you have a chorus of ten.

From 30-plus years of creating and tracking marketing campaigns, Steve Cuno can tell you with assurance that no one’s intuition is never wrong. Sure, stories abound of marketers who followed intuition to fortune and glory. But for every Steve Jobs whose intuition damned the torpedos and built Apple Corporation — twice — there are oodles more marketers who championed and brought to market the likes of Bic brand disposable underwear, Colgate brand frozen dinners, and Cosmopolitan magazine brand yogurt. Ever heard of them? That’s odd. After all, someone’s intuition and a whole bunch of focus groups predicted those products would be overwhelmingly successful.

Join Steve on the Business Fuel Podcast tomorrow and learn why testing rules and focus groups often fail.

It takes a little cash to change the world.

So what are you waiting for?

About the author

Ty Kiisel
Small business evangelist and veteran of over 30 years in the trenches of Main Street business, Ty makes small business financing and trends accessible in common sense language devoid of the jargon.


    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Get more business tips

    Get the latest in business straight to your email.

    Get your small business loan today.

    Applying is free and it won't impact your credit
    Already have an account?  
    Sign in
    Phone Icon

    Give us a call
    (855) 853-6346

    Monday - Friday | 9am - 9pm Eastern Time