The 3 Most Important Factors In Marketing & Advertising

There are three required components for effective marketing. It doesn’t matter what you’re marketing, where, when, what price, to whom.

And it doesn’t matter what your business is – if you’re a plumber, a restaurant owner, a massive corporation, you need these three components to work for you.

Think of these three components as a three legged table. It can’t stand with any one or two of them broken or missing. You have to have all three, and they all have to be strong and supportive.

Before you do ANY marketing or advertising, you must be sure you got them all covered. If not, you might as well put your marketing money in the rubbish bin because you’ll be wasting your money anyway.

Here’s the right way to read the Triangle:

The Right Message – To The Right Market – In The Right Media

You can mess this up in many ways:

Right Message – Right Market – Wrong Media
Right Message – Wrong Market – Right Media
Right Message – Wrong Market – Wrong Media
Wrong Message – Right Market – Right Media
Wrong Message – Right Market – Wrong Media
Wrong Message – Wrong Market – Right Media
Wrong Message – Wrong Market – Wrong Media


Do you know who your target customer is?

Most business people don’t know.

“We sell shoes. Everybody wears shoes so everybody is our target market.”

“I write wills, and everybody needs one. So everybody is my target market.”

If you don’t know who you are targeting as a customer, how can you create an offer that they want to buy?

Defining who you are targeting often goes deeper than a short description such as “women”. For instance, if you run a fashion boutique you might find that customers who spend the most money are: “female, 30 to 50 years old who reads InStyle and Vogue, with disposable income and has a 4×4 car”.

Wouldn’t it make sense to look for more of these women? Many business owners think about themselves, their products, their services, and what they want to say, and neglect to think about who’s the hungriest, most eager, and easy and most affordably reachable that they can do business with.


What Do Your Customers Want To Buy?

What kind of bait would you use if you go fishing?

Would you use cheese to catch fish? Or would you rather use maggots?

Many business owners have absolutely no idea what their customers are actually interested in. They haven’t asked them. And they haven’t actually tried to see their business from the customer’s viewpoint.

Here’s a real example from a will writer: “Think you don’t need a will? … Think again. What life has given you is precious; safeguard it, then enjoy it.”

Does that make you want to buy will writing services?

Here’s what we wrote instead for our client: “Why Would You Want To Give The Tax Man £100,000 Of Your Children’s Inheritance? Imagine the distress that your family and friends will feel when you pass away. And now, imagine the taxman calling to claim tens, maybe hundreds of thousands of pounds from your family. A will can protect your family and friends from more grief.”

The will writer’s prospect is never interested in writing a will, s/he’s interested in what a will can achieve for them. Peace of mind for the family, protect the inheritance from the greedy claws of the tax man, make sure the family is safe and secure.

The first version produced no response at all. Our version generated 10 responses in a small test market and was highly profitable.

This is called “Message-to-Market” match.

If you have one brochure, one catalogue, one website, one enquiry follow-up letter that goes to everyone, then you have a “Message-to-Market” mis-match.

One size never fits all. Let’s take a look at a Massage Therapist.

A pregnant women calls to make an enquiry – she will have specific concerns and specific ailments that should be addressed. What essential oils are safe to use? How can massage help swollen feet? Does she want to hear about sports massage and deep tissue massage? No, they’re not relevant to her.

A man who’s a manual worker and has strained a muscle in the back is making an enquiry – does he want to hear about pregnant women and their ailments?

You’d never dream of discussing pregnancies with a male manual worker making an enquiry – so why would you send the same brochure or information to them both?

If you send out a message that is specific and unique to the person reading it, they feel you 100% understand their needs and know how to help them and your response will increase tremendously.


What Do Your Best Prospects Read, what do they see & notice?

There’s a huge list of media choices today. Newspapers, radio, TV, posters, banners, leaflets, sales letters, websites, e-mail, faxes, telemarketing, postcards, catalogues, inserts, co-branding, product placement, car stickers, and a lot, lot more.

What will work for you? What’s good? What’s bad?

There’s no easy answer, unfortunately.

If your target market doesn’t read it, it doesn’t work. Period.

Let’s take an example. If you’re an electrician specialising in dealing with emergencies such as power loss, would you only use online advertising, websites and online directories? If your target market is plunged into darkness and all Internet connectivity disappears, how would they find you?

Instead, consider sending out a postcard with “The 7 Things You Should Do When Your Power Disappears”, with a tear-off double-sided tape and instructions for the household to stick it next to their fuse box. Do you think that would be seen in an emergency?

Many business owners make decisions because media sales people come in and put offers under their noses. “It’s cheap so I thought I would give it a try.” But little thought has been put into the selection – will it really work?

So to sum up: The wrong message won’t be read. The wrong market isn’t interested. No-one sees it if it’s the wrong media.

The only way you’ll get it right is if you have:

The Right Message – To The Right Market – In The Right Media

These are just three of the vital components you should consider in any and all of your marketing and advertising.

Getting these three components right could make a huge difference in your business.

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