Your No. 1 marketing ingredient is not the right advertisement, business card, or website.  Those things are simply a reflection of your No. 1 marketing ingredient.  Your No. 1 marketing tool is what you belief within yourself.  That’s your core marketing message.


Your core marketing message is what you think, feel, and say about your business, your clients, prosperity and money.   It is your thoughts, feelings and words energized by the belief in your heart.  Those three ingredients - thoughts, feelings, and words - combine to create the core message that either attracts clients to you or pushes them away.  You are in control.

Janie is a small business owner who owns a pet store.  Janie has a good location on the main street of a small town.  Her shop has a nice atmosphere.  Janie believes in the high-quality products she sells.  Her customer service is flawless.  She says she wants her business to be successful. 

Many people visit Janie’s shop.  They browse.  They chat.  They may even  buy a small item.  Yet, Janie barely earns enough to pay her overhead every month.  What’s Janie’s problem?

Janie attended a free workshop that I gave on website design and internet marketing.  Throughout the workshop, Janie’s theme was “I can’t afford that,”  “I’m don’t have the time,” “I’m too cheap,” or “my customers are too cheap . . . “ 

Can you see what Janie’s core marketing message is?  Even though Janie has great products and great customer service, she cannot attract new customers or paying customers.  Her words reflects what she believes in her heart.  It would be bad enough if she only silently thought those things but when she says them out loud her core marketing message powerfully repels good customers rather than calls them to her. 

What core marketing message are you sending out?  Are you attracting clients or pushing them away with your thoughts, feelings, and actions?