5 Things You Can Learn From A Zen Buddhist Master About Marketing

5 Things You Can Learn From a Zen Buddhist Master About Marketing

I recently stumbled upon some of the Buddhist teachings while conducting research on another project.  I discovered that some of the key fundamental practices can be applied to a solid marketing regiment.

Thich Nhat Hanh has been a Buddhist monk for more than 60 years.  His students call him Thây which is the Vietnamese word for “teacher”. He founded Plum Village in Southern France, the Buddhist meditation practice center and monastery where he lives.  In a recent interview with OprahWinfrey, Thich Nhat Hanh discussed the tenets of Buddhism – including mindfulness, the development of a practice (a regular activity, such as mindful walking, that redirects you toward right thinking), and enlightenment. 

These principles have been the foundation of the Buddhist religion for more than 2,000 years.  They are not only fundamental steps to enlightenment of the human spirit but can also be classified as vital factors to a successful marketing plan. Although the comparison between the two may sound mismatched, they do exhibit striking similarities.

The following quotes from Nhat Hanh not only apply to life but also to best marketing practices. 

~ "Every thought you produce, anything you say, any action you do, it bears your signature." ~

Corporate branding plays a key role in how your customers perceive you.  Being consistent throughout print and digital marketing efforts sends the message that you are a viable business while evoking a feeling of trust and credibility.  Actions speak louder than words which is why poor customer service can be detrimental. Word of mouth travels fast and poor customer service can swiftly destroy the reputation that you have worked so hard to build.  You are - as you are perceived by the customer.

 

~ As you walk, you touch the ground mindfully, and every step can bring you solidity and joy and freedom. ……………there is a time for everything; one thing at the time. ~

Yes, every step you take should be mindful. Each marketing strategy should be implemented with purpose, with consideration to budget and ROI. A solid marketing plan is essential to business growth.  How do you know which road to follow if you don’t have a plan to get there?  Start- up businesses often fall into the “let’s do everything” trap.  Without researching your target market and competitors, setting budgets and creating a marketing agenda, a new business can waste precious marketing dollars with little to no return. It is much like throwing darts in the dark hoping that one will hit the bulls eye. A detailed marketing plan will redirect you toward the right path; the path that leads to growth and success.

~ There is the mud, and there is the lotus that grows out of the mud. We need the mud in order to make the lotus. ~

No marketing plan is set in stone.  It should be tweaked from time to time.  If something isn’t working it should be evaluated and possibly even discontinued. What works for one business may be totally wrong for another. Take note of each marketing effort and remember to track the results. How else will you know if the money you just spent on a campaign was worth it? Don’t be afraid to make mistakes. If it weren’t for mistakes the world would not have penicillin, microwave ovens, potato chips or ink-jet printers. 

~ We have to continue to learn. We have to be open. And we have to be ready to release our knowledge in order to come to a higher understanding of reality. ~

Marketing can become stagnant if not open to change.  Don’t be afraid to try out of the box guerilla marketing ideas. Put yourself out there and people will talk.  Conversation is what you want because conversation leads to referrals and customers.  Doesn’t every business dream of being a household name?  No one ever knows all there is to know about marketing. Trends change and new technologies soon become standard practice. With the use of QR codes, mobile apps, social media and mixed media, digital technology has engaged the consumer like never before. Be open and seek to learn how to capitalize on newly introduced opportunities.

~ Development of a practice

I can’t forget to elaborate on the importance of regular activity.  Marketing works best when it is repetitive.  Doing something one time is going to yield poor results.  Doing the same thing multiple times will produce a favorable result.  It takes the average consumer a minimum of three touches to remember your name and two to three additional touches to be able to explain what exactly it is you do so that they can refer you or become a customer.  Therefore, if you plan to send out a postcard mailer you should budget for at least three mailings.  Whatever your marketing strategy, do it.  Yes, do it and do it consistently on a regular basis. Doing something is a step in the right direction.  Doing nothing will generate nothing.  Develop a practice and stick with it. 

Read more quotes here http://www.tumblr.com/blog/creativesoupthings