Think HBR

Don’t be a dope when it comes to marketing

Paul Siderovski
SIDCOR Chartered Accountants

Billions of dollars are wasted on marketing companies, strategies and programs that don’t work ... year after year after year.
Did you know over 50% of marketing that businesses undertake doesn’t work?
After many years of trial and error, here are few of my tips for successful marketing:

1. One word. Scarcity
If there’s something you really want and you think it is in rapidly diminishing supply you’ll do anything to get it RIGHT NOW.
People are far more strongly motivated to act to avoid a loss so use scarcity and watch your sales skyrocket.

2. Call to Action
Include a call to action, where people have to “act” upon something in your ad – make a call, send an email etc. This helps you know if people have noticed your ad.

3. Measure
Measure the effect and impact your marketing campaign has had to your business so you know the real return on your investment.

4. Outcome clearly defined
Know what you are trying to achieve - is it a long-term goal like brand awareness or a specific goal?

5. Before you spend the money on marketing ask yourself
three times...Why am I doing this” This one is my favourite and will save you the most money. It will really make you think about what you are spending your marketing dollars on and stop you wasting it.

If you want to know about the two best
books I have ever read on this subject,
email me on

Paul Siderovski2 Paul Siderovski

The founder and Managing Director of SiDCOR Chartered Accountants, has 21 years experience since starting as a chartered accountant with PricewaterhouseCoopers in 1995. Paul started Newcastle-based SiDCOR in 2002. Paul has a Bachelor of Commerce from the University of Newcastle and is a Member of the Institute of Chartered Accountants and the Taxation Institute of Australia as well as the National Tax and Accountants Association.