Traditional marketing is dead. 76% of people believe that advertisers lie, whereas over 80% believe a recommendation or referral from a friend.
Manchester, UK (PRWEB UK) 9 May 2013
Respected author and business guru, Robert Craven, has opened up to Find the Edge's Kenny Goodman, revealing some of his tried and tested techniques for creating business growth.
In the first part of the interview – the second part will be published tomorrow – Craven discusses a variety of topics, including how he entered his profession, how marketing has changed, and why he doesn't like the term 'SME'.
He also discusses the importance of acting quickly as a business leader: "The first person I sacked, it took nine months to do it, because I always put it off. There's some nice stuff by Brian Tracy, in a book called 'Eat the Frog.'
"His thing is how do you eat a frog – well you eat it very, very quickly, because it's foul.
"If you take the example of having the awful conversation needed to sack a member of staff, it doesn't get any easier the more you think about it. You might as well just get on and do it."
He continued: "I think the people who are really good at running their business, they tend to move quickly."
He also talks about the changing world of advertising and marketing.
He said: "Traditional marketing is dead. 76% of people believe that advertisers lie, whereas over 80% believe a recommendation or referral from a friend."
"Traditional marketing channels on the whole are dead, and then you've got the new, new media stuff, with very little demonstrable return on investment."
"I think the trouble with social media is that people confuse social media activity with business. So, you can spend all day on the sites, but I think people do confuse activity with actually making sales."
The interview can be listened to in full, or downloaded as an mp3, from here: http://www.findtheedge.co.uk/interviews/how-to-grow-your-business-interview-with-growth-master-robert-craven-part-1.
Robert Craven has developed an enviable reputation for devising business development strategies, and has glittering references from the likes of Richard Branson. He has also written several books, including 'Grow Your Firm' and 'Beating the Credit Crunch.' More about him can be found here: http://www.findtheedge.co.uk/expert-panelist/robert-craven.
Kenny Goodman, founder of Find the Edge, said: "Robert's one of the leading voices in business, so I was delighted to be able to pick his brain.
"He has some fascinating insights to share, and anyone in business will be able to take something away from listening to the interview. Look out for part two tomorrow."
Find the Edge is a business website that features news, articles and interviews.