Seven Marketing Myths Unmasked

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Valtimax Podcast: Seven Marketing Myths Unmasked

Episode Summary

Everything you learned about marketing from the so-called experts is wrong.  This podcast reveals the seven most egregious marketing lies and helps you identify the charlatans who propagate them.

If you are serious about building your business you must listen to this episode of the Valtimax Podcast.


Click the link below for the transcript of this episode.

Valtimax Podcast: Seven Marketing Myths Unmasked

Seven Marketing Myths Unmasked

Each and every single day someone knocks on your door or calls you on the phone asking for your hard‐earned marketing dollars. Each and every single day you’re looking to fulfill your dreams of making a great living and living a great life. These fraudsters and liars exist only to enrich themselves.

Today we’re going to blow the lid off of the seven greatest marketing myths that are perpetrated on unsuspecting professionals, on unsuspecting medical teams and on unsuspecting business leaders. If you’ve had enough of the marketing liars and you don’t want to take it anymore, you need to listen up because we’re going to expose all those lies when the Valtimax Podcast starts right now.

This is Dave Lorenzo. And I’m back again. Coming back at you live in your face and on your case with another edition of the Valtimax Podcast. Today we are going to talk about the seven marketing myths that could be killing your business. We’re going to talk about the seven marketing myths that everyone continues to propagate all over the business world. We’re going to unmask those myths. We’re going to uncover them for you today. And we’re going to help you break through and understand what real marketing is all about, the seven marketing myths that are killing your business. Seven deadly marketing myths. Seven mistakes everyone is making today that you are going to stop making immediately, once we get into it.

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Now, let’s get into the seven deadly marketing myths that we’re going to unmask and expose for you right here today.

Myth Number One is that marketing is sleazy or unethical. How many times have you heard this? I heard this all the time when I worked exclusively with lawyers. That marketing is sleazy. It’s unethical. It just doesn’t feel right. People think of marketing and when they think of marketing they think of a guy from the 1940’s and 50’s going door‐to‐door selling vacuum cleaners. He’s throwing dirt on the floor. Knocking on the door and sticking his foot in the door to make sure he gets in. Then vacuuming the dirt up and saying, “See how great my vacuum cleaner is. You need to buy it.”

Well, marketing is not that. Nobody does that anymore. Selling that way is dead. It’s dead as fried chicken. That is not marketing. What marketing is, is marketing is the establishing and deepening of relationships with clients, with patients, with customers. You start and deepen those relationships by giving them information they want, information they need.

Our approach is an educational marketing approach and it’s completely and totally ethical. The way that we teach lawyers, medical professionals and business leaders to grow their business, the marketing strategy that we use with them, help them to help their clients, their patients, their customers improve the quality of their businesses and improve the quality of their lives. Think about it for a minute. If you’re a professional, if you’re a lawyer, you’re an accountant you’re an architect, you owe it to yourself to help improve the businesses of the people with whom you’re working. That’s your job. It’s your responsibility. If people don’t know that you can help them, you are doing them a disservice. If you can provide a fantastic service to someone that will help them make more money, help them make a better living and live a better life, you owe it to your clients to help them do that. There is nothing more ethical than that. As a doctor, you take the Hippocratic Oath to always do no harm and to help any patient that comes into your office. Well, when you take that oath, you’re also taking an oath to make sure that people know about your ability to help them. Nothing is more ethical than sharing your solutions with people who have problems. That is the most ethical thing you can possibly do. Marketing is about establishing and deepening relationships. There’s nothing that’s more ethical than helping people solve their problems.

Myth Number Two, and this goes hand‐in‐hand with Myth Number One. Folks, marketing in some way involves lying. Marketing involves lying. All of us have seen TV ads that have products or services that promise to do things that they don’t really do. And we absolutely hate them. That’s why we don’t believe TV commercials anymore. We’ve all seen attorneys on TV, promising you millions of dollars for a slip‐and‐fall in a supermarket. Those types of ads have given marketers a bad name. Marketing does not involve lying. In fact, the best marketing involves telling the truth. The best marketing involves uncovering things that are lies. That’s the reason we’re doing this radio show today. We are exposing bad marketing, and by doing so, we’re deepening our relationship with you. The best marketing there is, is the truth. Transparency is the best possible marketing.

All right. Myth Number Three, is that marketing is always expensive. People think of marketing and they think of TV ads. They think of radio ads. They think of running events where thousands and thousands of people are giving away hundreds of thousands of products. Or doing direct

mail to hundreds of thousands of people. That’s really, really expensive. And people think, “Oh my goodness, I don’t have that kind of money. I can’t do that. How am I ever going to do marketing?” Not true. Those things all are marketing and they all are expensive.

However, if you are a small business owner or you’re a lawyer, just getting started in practice, or you’re a medical professional and you’re on a tight budget, there are hundreds of tactics you can employ from a marketing perspective, that will bring patients, that will bring clients, that will bring customers to your doorstep. And they’re absolutely, positively cheap, if not free. Going to lunch with someone who could be a fantastic referral source, costs you the price of a meal and it could deliver hundreds of thousands of dollars in business to you right to your doorstep. Sending a direct mail piece to 100 people costs you less than $100; and that could deliver $10,000 worth of business right to your doorstep. Hundreds and hundreds of marketing tactics and a number of marketing strategies are absolutely free of charge. Marketing does not need to be expensive. Marketing provides a fantastic return on investment. And that’s exactly what it is – it’s an investment. It delivers a return. That way of thinking will help you spend your marketing dollars appropriately and make sure you always get fantastic money back for your marketing efforts.

All right, Myth Number Four is that the internet is all that you need. We hear it day in and day out in my office. People calling up, they want to know how they can use Facebook or LinkedIn, or how they can do search engine optimization to get to the top of the heap when it comes to typing in the keywords in Google. The internet is important, but when it comes to marketing, and remember back in Podcast Three, I think it was, or Four was M.A.D. marketing, right? Message, Audience and Delivery systems. The internet is just one delivery system.

There are dozens and dozens and dozens of delivery systems that you can and should be using. The internet is just one of them. So if there’s somebody out there right now that’s promising you huge results from a search engine optimization perspective; look at the skeptically. Don’t invest thousands of dollars in any one form of media until you test it. Don’t invest thousands of dollars into any one message delivery system, until you test it. If you test it and the results are there, then increase your investment. But the internet is not all you need. You need dozens, if not hundreds of ways, to get clients, not just one or two. Anybody who tells you different is just out to take your money. They don’t have your best interests at heart. All right.

Myth Number Five is that marketing is about closing deals. Somebody may come to you at some point in the future and they may say, “use this form of media and traffic will come to your door. People will run to you with money in hand, and they’ll want to work with you”. People say that to me all the time, and you hear that over and over again. But marketing is not about closing deals. What marketing does, is marketing drives traffic to you. Marketing drives leads to your doorstop. Marketing helps people understand the value you provide. It begins the relationship. It gets people to raise their hands and say, “Yes, Mr. Smith, I want to hear more about what you have to offer.” It doesn’t deliver deals to your doorstep.

The sales process, the process by which you’re converting leads into closed business, that’s what creates new business for you. Marketing begins the relationship. Your personal interaction, otherwise known as the sales process, is what closes the deal. Everybody has to sell. You have to close the deal. Marketing doesn’t do that. Marketing helps bring people to you. Marketing is the beginning of the relationship. Your personal interaction or the interaction of your sales team is what closes the deal. Marketing drives traffic. Sales is about conversion.

All right. Myth Number Six, is that your brand is created by your marketing. I hear these people talking about brand all the time. There’s personal branding and there’s this kind of branding and that kind of branding. There’s branding experts all over the place. People are telling you to run TV ads that create impressions that will create your brand. That’s all well and good if you’re Coca‐Cola. But, if you’re a small business, if you’re a professional, if you’re a doctor, if you’re a medical professional, you cannot afford to bombard the airwaves, TV, radio, with image advertising that’s going to hopefully create a brand for you someday. Your brand is created by the experience that you provide to people when they avail themselves of your service. Your brand is created when people use your services. That’s where your brand is created. Marketing doesn’t create a brand for you. You cannot create a personal brand.

People take away an image of you, based upon the experience that they’ve had in dealing with you. People take away an image of your business, of your professional practice, of your medical practice when they do business with you. The brand is created through the experience that you’ve given them that you’ve provided for them. That’s how branding works. Marketing will not create a brand for you in the minds of the consumers, unless you spends millions and millions of dollars and bombard them with your message constantly over and over again.

Your best bet is to attract clients through educational marketing. Begin a relationship with them, and when they ask for more information, get deeper into that relationship. Let them have a personal experience with you. Let them become your client, become your customer. You deepen that relationship so they work with you over and over again. They will take away a fantastic image of you and that is your brand. That’s how your brand is created. It’s not created through marketing.

All right. We’re up to Myth Number Seven, the last myth. The final myth we’re going to talk about today. I’m so excited to reveal this myth to you, I can’t even control myself. We talked about this a little bit with those internet folks who are out there telling you, “Oh, search engine optimization is all you need. Hundreds of clients will come to your door.” Folks, let me tell you this, that if you only have one way to attract a client, if you only have one way to attract a customer, if you only have one way to attract a patient you will be out of business as soon as that way to attract clients or patients or customers is taken away from you.

Think about people who used fax machines to attract clients. Believe it or not, there was a huge segment of the population, particularly in office supply sales, that would fax people letters making them offers to do business with them and people would take them up on those offers. That method was shut down by the U.S. federal government. You are no longer able to use

faxes. Anyone who was doing that was shut off. The “do not call list” effectively ended telemarketing as we know it. People are driven out of business each and every single day because they hang their hats on one marketing methodology. Anyone today who gets 30% or more of their business through the internet will be out of business in 24 months.

If you’re using search engine optimization, in 24 months you will be out of business, because Google and Bing update their algorithm that quickly. That quickly you could be out of business because you’re gaming the system right now. Search engine optimization is all about gaming the system to get placement higher and higher in the internet rankings and you will be out of business as the algorithms are updated.

You must find hundreds of ways to get one client, not one way to get hundreds of clients. Let me say that again. This is a critical point. If you take nothing away from anything we’ve ever talked about, this is the tip. You need hundreds of ways to get one client, not one way to get hundreds of clients. Marketing diversity is the key to success. Those are your seven myths. I hope you take them away. I hope you take them to heart. I hope you build your business using them. Because if you do, you will be on the track to making a great living and living a great life.

That will do it for this week’s episode of the Valtimax Podcast. My name is Dave Lorenzo and I’d like your feedback and comments on this week’s episode. You can call me at 888‐692‐5531 or e‐mail me. Here’s hoping you make a great living and will live a great life®.

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