Welcome to the 1st in a 10-part series of short posts on the simple question ‘what is marketing’.
This first post is to help re-frame your mindset on why marketing works and why it doesn’t work.
SERIES
When we do anything in an ad-hoc fashion the results are few and far between. The biggest mistake by business owners in their marketing is often the ‘shoot from the hip – let’s do an advert here and there. Or put up a tweet or two, post a competition on facebook….
Creating a series of joined up messages to your market helps you create a presence in their world and they have a better opportunity to take notice of you/your business as opposed to skipping over a one off message or piece of advertising.
Your objective is to GET NOTICED for the right reasons.
CONNECTED
There is nothing more powerful than connecting with the person you desire to be your customer and repeat customer. When you decide to do some marketing re-think your approach to creating a series of activity – FOCUS ON THE PERSON YOU ARE TO CONNECT WITH – and make your message POINTED TO THEM and not about you or your product. Only refer to the product or service when you have connected with their need/desire and then tell them that you have the most relevant product/service for them.
MESSAGES
Your message is the most important part of your marketing activity. Your message is the most important part of your marketing activity – I have purposely repeated this sentance it is that important!
If you don’t have a message that is of interest to your market then you are wasting the money you are investing in whatever method of activity you use to reach that person/market.
It is your message that connects and not any of the following;
1. graphics
2. pictures
3. the local paper, on the local radio station, on an google advert, in a leaflet
Yes, all 3 above are important but if you do not have the ‘power in your words to connect with your market’ none of the above 3 can do what words do on their own.
Your objective is to create a SERIES of MESSAGES that CONNECT with your ideal customer and attract them to your product/service.
The next post in this series takes a more indepth look at the right message.
Did you find this post a help to take you back to basics.