The Magic Formula for ANY Marketing Campaign

September 13, 2008

Hello All,

       There truly is a “magic” formula for any marketing campaign and that is: the right message to the right market at the right time .  Huh?  I know. That’s what I said when I first heard it.  But let’s break it down.

       First the right message.  What do your prospects or clients want?   Forget what they need.  What do they want?  The old  business saying, “find a need and fill it” simply doesn’t work anymore.  People don’t just buy what they need.  They buy what they want. Most purchases are made based on emotion.  Your marketing message has to tie in with those emotional hot buttons to be effective.  That’s the best way to reach your target market.  A message that solves a problem or hurt.  You have to ask yourself what  problem keeps your prospects up at night?  Where does it hurt them?  Then you formulate your marketing message to solving that problem.

       Second, the right market.  Who are your ideal prospects?  What do they like?  What do they read?  What do they do either for a living or for recreation?  You have to know your prospects before you can sell to them.  I learned a long time ago that when doing a direct mail campaign that the most important thing is the mailing list.  I could even have  mediocre marketing materials if I had a tight niche that had a want for the product.  Knowing who your customer is is extremely important!

       Finally, the message should reach your prospects at the right time.  When I used to make my living as a magician selling my shows to elementary schools I learned the best time to mail my promotional materials was at the very beginning of the school year.  That was the time when most school principals and PTO moms were trying to fill their calendars with assembly programs.  Your marketing efforts will definitely pay extra dividends if you reach your prospects at the right time—-when they’re ready to buy.  Although some products and services sell well anytime.  It would be to your benefit to find out when the time is right for your marketing campaign to have maximum impact.

         Well, there you have it.  A solid formula for your next marketing campaign.  Use it and watch the dollars roll in….

Until next time,

Tim

Increase Your Marketing…

September 9, 2008

Hi All:

       I gave a presentation this morning to a group of business managers and told them that in a down economy you need to increase your marketing not decrease it.  Many folks argue that since times are tough that they need to tighten their belts and cut back on everything—-including marketing!  This is plain wrong! 

       I understand the need to cut back on expenses and even staff but in a bear market the one thing you need to increase is your marketing budget.  I oftentimes tell folks that you will stand out in the crowd even more if you increase your marketing since a lot of people back off this crucial (and most important) part of their business during the down times.

       Since business can be slow for some industries right now it doesn’t have to be slow for you!  Now is the time to get creative and push your marketing even further.  Don’t beleive the media and the naysayers who simply report gloom and doom on a daily basis as far as the economy is concerned.   I’m not burying my head in the sand but some of my friends report their businesses are booming and, at this point, I’m having a very strong year myself.  The common deniminator in all this is—-drum roll please…..you guessed it… MARKETING! 

       Continue to study and learn all you can about this topic.   Go to seminars, listen to CDs and read books on marketing.  It’s the most high-leverage activity in your business and definitely where the money is!

Until Next Time,

Tim

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