The Fundamentals of Marketing: Learning Before Launching with Ernie Martin

In this episode of Expert In You Podcast, host Ann Carden interviews entrepreneur and author Ernie Martin. Martin is the founder and CEO of Receivable Savvy, a company that specializes in researching and developing content around order-to-cash. The discussion centers on the importance of marketing for entrepreneurs and small business owners who may not have the experience to do marketing or understand what marketing is. Martin shares the key takeaways from his book, Nobody Cares About Your Business, which focuses on the eight universal marketing principles that every entrepreneur must know to make customers love their business. About the Ernie Martin: Ernie Martin has over 30 years of experience in marketing communications, working with well-known companies including Delta Airlines and Georgia Pacific. He also ran a successful marketing consulting company in the early 2000s. In his career, Ernie has had the opportunity to work with the CDC, Kimberly Clark, startups, and entrepreneurs. While primarily focused on marketing and communications, Ernie stumbled into a niche area of finance called order to cash, specifically on the accounts receivable side. He founded Receivable Savvy to provide research, content development, and consulting services for this often overlooked area of finance. Ernie recognized the lack of focus on accounts receivable, despite its importance in the overall financial equation. As a result, he seized the opportunity to start his own company, addressing this gap in the market. How to Connect Ernie Martin: LinkedIn - https://www.linkedin.com/in/ernie-martin-118b81/ Website : https://receivablesavvy.com/ Link to the book - https://www.amazon.com/Nobody-Cares-About-Your-Business/dp/B0C1HZYB71 About the Host - Ann Carden is a highly sought-after Expert Business Growth Consultant, Marketing Strategist, three-time published Author, and a #1 Bestselling Author, and Professional Speaker for small businesses and entrepreneurs. How to Connect with Ann Carden: Website: https://anncardencoaching.com Linkedin: http://www.linkedin.com/in/business-consultant-coach Youtube: https://www.youtube.com/anncarden Facebook: https://www.facebook.com/Ann-Carden-A-Carden-Inc-110882230558068/ Grab Ann's free Masterclass at www.expertinyou.us (0:00) Introduction to the "Expert In You" Podcast and Guest Ernie Martin (7:21) Strategies for making your target audience love your business (13:11) Identifying potential entrepreneurs and their characteristics (17:44) Building and positioning a brand: Ernie Martin's journey (24:59) Identifying and targeting the right customer base (28:13) The long-term approach required for successful marketing campaigns (30:14) Setting realistic expectations for your marketing efforts (31:30) Ernie Martin's advice for small business owners and entrepreneurs (33:33) Understanding the financial challenges in the early stages of a business (35:00) Wrap-up and closing remarks by Ann Carden