Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Mark Stevens . Here’s that interview.
About the interviewee
Mark Stevens is the best-selling author of “Your Marketing Sucks,” CEO of MSCO, a results-driven management and marketing firm, and a popular media commentator on a host of business matters including marketing, branding, management and sales. He is known for delivering business insights with blunt truths and unconventional wisdom. Stevens is an in-demand speaker at organizations from Nike and Oracle to the Culinary Institute of America. A frequent guest commentator, he lends his insights and opinions on a wide variety of topics in major media.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
Stevens’ firm, MSCO, represents a stellar roster of clients including Nike, Starwood, GE, Guardian Life, Intrawest, Estee Lauder, The MONY Group, Virgin Air, and thousands of Main Street Businesses
What type and size of companies do you have as clients?
The full scope from start-ups to small, midsize and global corporations and professional service firms.
What comes to mind when you see this topic?
A marketing nightmare. The conventional wisdom holds that when you ae marketing to medical and legal professionals you have to be BORING. Very serious. Highly technical. The fact is these are human beings who respond just like other human beings. You have to reach them with compelling messages linked to their emotional as well as intellectual needs and goals. There is a classic void in the market because few rarely follow this approach.
What are the best practices when it comes to this issue?
1. Be compelling;
2. Be memorable;
3. Be provocative and
4. Introduce the element of surprise.