Do you really need marketing?

Every week I receive emails from people who say they need marketing.

need marketing

The reality is they often don’t.

Widely misinterpreted as the solution to all business woes, marketing only becomes a need when you actually know what you are doing.

And more importantly, why.



So what is marketing?

Let’s get the official definition from the Chartered Institute of Marketing (groan)

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Fabulous eh? How does that help? It doesn’t right?

Basically (in my own words),

Marketing is the magic fairy dust you apply to a business to get your delicious offerings found by the people who want them, who in turn reward you handsomely with money.

Focus on the following 4 words; business, offerings, people, and money.


You don’t need marketing if you don’t have a business

A business is something that sells something in exchange for money.

By definition, a business needs to make money.

A blog is not a business. It’s a virtual storefront, a calling card.

If it doesn’t, it’s a hobby.

You need to have a clear idea of:

  • why you are doing what you do
  • what your business does
  • how it generates income

Once that is crystal clear then you’ll most likely need marketing.


You don’t need marketing if you have nothing to sell.

Marketing helps you generate sales. If you aren’t selling anything then you don’t need marketing.

If you don’t know what to sell then you don’t need marketing. You need a business model.

You could write an ebook, or you could offer consultancy services but that doesn’t mean are set to have a successful business.

Just because you could, doesn’t mean you should {click to tweet}

You need to address WHY you are doing what you are doing.

The how you do it, and the what you do is irrelevant.


You don’t need marketing if you have no clue who you are helping

Now, chances of no one wanting what you are selling is highly unlikely.

BUT you need to know WHO you are helping or serving.

This goes back to WHY you are doing what you are doing.

A cool idea with no idea who would benefit from your offerings is called a brain fart.

In order to apply marketing to an idea you need to be clear on who your target market is.


You don’t need marketing if you don’t know how you are going to make money

Just because you have a PayPal button on your site doesn’t mean you are going to make money.

How you are going to make money is completely dependent on knowing WHAT you are selling and to WHO!

If you are unclear on what you are selling then no marketing in the world is going to help you make money.


So, do you really need marketing?

If you are unclear about your business model and establishing your WHY then you need to speak to John.

If you are clear on what your business does, what you are offering, and to who then get in touch

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17 Responses to Do you really need marketing?

  1. Any one who uses brainfarts in their terminology is a winner in my book 😉 Luv it!

    Agree 100% with what you preach Ameena, and you know sometimes you need a swift kick in the pants to remind you of these things.

    Thanks..I’ll be taking a couple of these points in hand

  2. So true and the word marketing could easily be replaced by social media, blog, community building, etc…

    The tools and online gadgets are often a great time waster, they divert attention from what really matters, the core of any business, people, offering and money.

    Get aligned, know what your strengths are, find out how you can help others with them and know your value.

    Everything else is really a matter of choice in using a tool. Social media, blogs today, people grew businesses without those and still are.

  3. Ameena, ma cherie, more than anything, I adore your sense of humor…. and next, your brutal honesty. You are not just John’s Marketing Coach; you are totally my new marketing mentor. 🙂 Love the way you attack this topic ….. Big hugs and thanks for this article.

  4. Amazing post, as always! Our incorporation business receives tons and tons and TONS of emails about marketing, which is not only something we can’t help with, but something that probably isn’t necessary at the time of incorporation — if you’re not even sure if your business name is available for use yet, much less you haven’t produced a single product / have only a vague idea of what your services might be / do not have a website or business location or phone number / have just started thinking about maybe writing a business plan, there are many, many things of more immediate importance than printing a thousand advertisements.

  5. Hi Ameena. Thank you so much for this post, you could have written it just for me.

    Great explanations of the word ‘marketing’. I always thought the words, marketing, advertising and promotion were all interchangeable. Now, I’m not so sure.

    I feel your comments are a little harsh and wondered how you would have advised Leonardo Da Vinci’s when he showed you his parachute sketch. At the time, there was no practical purpose for it. He didn’t know who would need it. No money to be made from it, in his near future. Would you have told him that it was a cool idea, but who would benefit from his offerings, so it’s just a brain fart?

    Looking forward to your next post, I hope subject matter is “How to prompt curiosity in a business prospect”.

    • Thanks Sally for your comment and question …

      Interesting example with Leonardo da Vinci – he was not an entrepreneur, nor a business owner. He was hired by the King of France to invent things. So technically he was an employee and yes – his ideas were brain farts as they had no commercial purpose – nor were they intended to be – the King of France was not looking to set up some multinational business selling Da Vinci’s creations.

      Brain farts can become cool ideas once you know your WHY.

      Hope that clears that one up!

      Thanks for the suggestion for an article – let me see what I can do in the next few weeks!

      • Hey Ameena, Thanks for the history lesson and yes you are quite right. The invention/idea needs to be for a ‘current market’ to be of a real monetary value to the inventor, or business trying to sell the gadget.

        Looking forward to your next post.

  6. OMG this post is too funny! Since I’ve been working as a marketing coach I have discovered that 90% of the people who come to me do not have a problem with marketing, but with their business model (or lack of!)… in many cases, I actually help people get clear on their business vision / their “why” or help them raise their prices. Only after that do I help them market their business. So loving all of your posts here ~ you totally know your stuff xxx

  7. I see what you did here. Flipped the switch on us. Clever lady. I will admit, I was hooked by the title; sounded like something I would write.

    It’s funny because I just had a conversation with someone who wanted to change their logo, make it pop more on their page, and I could see the wheels turning in their head as they were thinking, “That’s going to get me more sales”, when in reality, they didn’t have a strong business model to begin with.

    • Lack of clarity is definitely a common problem! Personally, I feel it’s important to be honest and tell people that they need to work on their vision and biz model before coming to me – and yes, I’ve lost potential clients but if you put lipstick on a pig it’s still not going to be pretty!

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