Menu
Using only a couple core ingredients you can build great marketing that is highly effective. It’s within simplicity that makes great marketing so universal.
From Boston, to Bahrain to Bangkok the essentials of marketing–when applied properly–work everywhere. And if there’s selling in other planes of existence, you better believe the same goes for marketing there too.
Kicking it off, great marketing needs a clear message. A crystal clear message. Clear like the type of water the Waterboy would get excited about. Make the message as obvious as you can so it comes across without a hint of confusion.
A good rule of thumb to remember is that a confused customer will simply do nothing when given a choice. They’ll just give your ad the I-don’t-know-what-this-is face and scroll on. So don’t confuse your customer. Make what you’re offering very obvious.
Additionally, the message needs some power behind it! A weak message is just as easily ignored as an irrelevant one. Give every reason under the sun to engage with your offer. Make the offer enticing to get that oh-yeah-let-me-see-more face.
Arguably the most important element of the message is it MUST be persuasive. Persuade the boots off them. Sell your solutions with conviction. The reader will pick up on your belief in what you’re selling. So make sure it’s there.
Blend the first mentioned concepts in with persuasion and you’ll nail your message down tighter than a corset worn in the Victorian Era.
A quick footnote before we move on; do not persuade by way of being the cheapest. Seriously. You can always get out cheaped. Somewhere, somehow it’s bound to happen. Someone can always go lower. So don’t race to the bottom.
Instead, make an offer that is unique to you that not everyone in your market can replicate.
So, grab a shoelace, twine, or whatever else you might want to use, because we need to tie what we just covered, into the next ingredient on our list.
Your message has got to have a target audience in mind. Who you’re selling to is half as important as the other 2 halves of the 3 on our list… *math*
Consider what gets them excited, ticking and ready to blow some money on the things they’re into.
Knowing your target market is like finding the exact lock that you have a key for. Sure, plenty of locks require keys to open them but it isn’t just any key that will open them all.
Crafting a message that speaks to everyone AND gets the attention of everyone may actually be harder than reaching absolute zero on the Kelvin scale. So, honing in on your “who” is absolutely vital. Unless you want to break physics. That’s cool too.
Take shoes for instance. You might think EVERYONE has feet but… maybe you already figured it out… in fact, not everyone does have feet. Take that concept a step further, not everyone uses dress shoes for their everyday 3-mile cardio sessions either. Certain shoes for certain activities. *science*
Chew on the idea a bit and you’ll understand your “who” isn’t everybody. Or even just anybody for that matter. They’re a specific set of people. And they are the ones MOST likely to buy. Don’t market to anyone else.
Now, I hope YOU have 2 feet because we’ll need the lace from that other shoe now.
Once we have a good grasp on what our message is and who we’re saying it to, we need to figure out how we’ll get it to them.
It’s worth knowing that in the past this problem was a real bottleneck for local businesses. Between the insanely expensive and limited choices of media and mediums, running ads was a big move for a small business.
Newspaper, television, billboards, and radio were about the only media options you had if you wanted to run a mass ad. Then you had to hire a camera crew, rent studio time or commission a graphic designer to have something of a message to get out.
Needles to say, “The price was not right, Bob.”
Now, for the price of a bag of potatoes a day, you can get your ads out to a huge audience. Social media platforms offer an absolute game changing channel to weave a message throughout the marketplace.
You can almost think of it like shopping around for the foods you need in a recipe. If you need shallots, you don’t have to just get “onions.” There’s plenty of options for you to dial in on exactly what you’re aiming for. Great marketing is at your very finger tips.
Not all businesses can capitalize on that particular media. But most certainly can and is absolutely worthwhile to look into.
Summed up very simply, great marketing is a clear message- geared towards a specific audience- delivered through the most effective media and mediums.
And that’s it.
Next time you see an ad that you click on, take a second to see if that great marketing ticked all 3 of those boxes.
My bet is it did.
Care for more great marketing tips? If you’d like to get more business using Meta ads then check out our free guide here.
