Episode Show Notes

Principles of Marketing

Principles of Marketing that Stand the Test of Time

Since quarantine began I have seen SO many crazy things happening in terms of sales and marketing…which is why I want to discuss principles of marketing that are true no matter what’s going on in the world. That brings us to episode 3 of the Breakthrough Business Babe Podcast, which is all about principles of marketing that stand the test of time!


But before we dive right in, let me introduce myself in case this is your first visit. I am your host, Jen Gitomer, creator of Breakthrough Business Babe and author of the best-selling book, Sales in a New York Minute.


And it is time to make massive breakthroughs in YOUR business. With each episode, you are going to move past your fears of asking for the sale, learn to build deep connections that lead to meaningful business results, and master sales strategies that will help you grow and scale your business.  Each week, I will be providing you with tips to avoid common mistakes in your business, tech hacks to help you grow and scale faster, and teach you to ALWAYS ask for the sale with confidence.


It is time for you, the Breakthrough Business Babe, to create more sales, income and connections in your business. Let’s get started!


In this episode, I’m sharing principles of marketing that are effective in ANY time and situation, so read the three points below to find out more! And for even more juicy details, listen to ALL of episode 3 of the Breakthrough Business Babe Podcast on your fave streaming platform.

Principles of Marketing

Principles of Marketing, Point #1: You can still sell in a crisis...as long as you’re still giving people what they NEED.

So I’m going to discuss a few different decisions I’ve seen a lot of online business owners making. The first one is to stop selling, period, because they think, “Well, no one’s buying right now.”


First of all, in case you needed permission – which for the record, you don’t – it is OK to sell right now. Secondly, people ARE buying…but only things they perceive as being valuable enough to buy. So you can’t just sell right now like you had been selling. You have to create messaging that addresses the elephant in the room. And this isn’t just true for a global pandemic or a quarantine or whatever. This is true for any season and time. 


Any time you’re selling, you’ll want to think about how you’re selling your product. How can you position it as something that can help someone in the present situation? And don’t position it as something that can help them if it can’t. It truly has to be able to help them right now because that’s what people are buying. 

That’s why, in my opinion, this is one of the best times for online business owners selling online courses and coaching because people are home and want to invest in themselves. And if you can position your services in a way that’s going to help people do something for themselves during this time, you’re going to rock.

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Join and create YOUR breakthrough, babe.

In this episode of The Breakthrough Business Babe Podcast, I’m sharing principles of marketing that are effective in ANY time and situation!

Principles of Marketing, Point #2: Giving away stuff for free actually reduces the results your people will likely get.

So now let’s talk about the second decision I’ve been seeing a lot of business owners make: giving people their stuff for free. 


And I want you to ask yourself a really important question: when you get someone’s course for free, how likely are you to actually take it and do the work?


I will tell you that nine times out of ten, when people don’t actually lay down some money, they don’t put in the work. Because when you get something for free, you’re not as invested in it as when you actually put your own money into it. And so if you are offering your stuff for free, I’m going to challenge you on that because your people aren’t going to see the results that they need to see because you’re giving it to them for free. 


Now, I’m not talking about something you created purposefully as a freebie. I’m talking about people who are giving away courses for free. So if you want people to get the best results from those courses and if you want to show up the best you possibly can for them, you have to charge and be unapologetic. After all, there is nothing wrong in asking for money, for a value and a service that you are providing.

Principles of Marketing

About your host

Jen Gitomer gained her prowess in NYC as both a salesperson and award-winning sales leader for a Fortune 500 company. She left corporate America to fulfill her entrepreneurial dream. Jennifer helps entrepreneurs increase their revenue and profit through her proven sales strategies. In addition to the Breakthrough Business Babe Podcast, Jennifer co-hosts the Sell or Die podcast with her husband, Jeffrey.

She is the best-selling Author of Sales in a New York Minute – 212 Pages of Real-World, Easy to Implement Sales Strategies to Make More Sales, Build Loyal Relationships and Make More Money, the CEO and Founder of Breakthrough Business Babe and a master business growth coach. When she’s not working, you’ll find Jen planning her next Paris trip, taking a yoga class, playing tennis, or hanging out with her family and Cavalier King Charles fur babies.

Principles of Marketing, Point #3: Instead of slashing your prices, get creative with payment plans, etc.

Now, while we’re on the topic of perceived value, let’s talk about another camp of business owners I’ve noticed: the people who are just discounting their products and services tremendously. 


Well, what do you think of when you see something on clearance? I don’t know about you, but I begin to question whether or not the value is really there. It makes me think of a store that’s going out of business. And none of those are associations we want with our courses or products, right?


So instead of slashing your prices, why don’t you offer your services for the same price, but give people more time to pay? And that’s just one example. There are so many ways to get creative if you start to think from your customer’s perspective.

Principles of Marketing that Stand the Test of Time: The Bottomline

So when you’re thinking about selling and marketing during this time, I hope you remember these three main takeaways: 1) you can always sell, 2) when you give away your product, or your membership or whatever, you give away all of your magic, and 3) when you discount your products tremendously, you make people question if the value is there.


And to wrap up this episode, I’m giving YOU your daily Breakthrough Business Babe Challenge: ask yourself, “What is the value that I offer?” Then write down your beliefs around the value you’re offering to others and what that value is worth. And then start charging for it. 

Before you do that challenge, though, just don’t forget to tune in to episode 3 of the Breakthrough Business Babe Podcast to hear even MORE details about all three of the points I just outlined above! And if you love this episode as much as I do, don’t forget to take a screenshot, share it on your Insta stories and tag me @jengitomer so that we can spread this important message to even more entrepreneurs and biz babes!