Powerful Principles -Learn from the Most Successful Marketer
The reason why your marketing efforts are not working or not bringing you expected results, is that you may not have optimized the three key aspects of marketing: Market, Message, and Media.
These are the three things that you must master to get the most out of your marketing efforts. So, what are these, and why they are so important for bringing success to your business?
Your curiosity can lead you to take a deep dive into the details of these marketing principles from Dan Kennedy. Keep reading this article to the end.
· Market
The market is basically the prospect or target audience or potential customer or client.
It is worth noting that the more information or data you possess about your potential customer or prospect, the better you will perform in reaching that client.
So, the first step is to start with in-depth research about the market. You should identify who your ideal client is and who it is not. And, you should conduct the research in such a deep way that you will end up knowing more about your client than they know about themselves.
Moreover, you would have a deep knowledge of your product as well. That’s because it is also mandatory for you to be capable to highlight all the pros and cons of your product not as they exist, but rather how those features are focused and meaningful for your client.
Another important element is your list of clients.
You must have heard people saying that the money is in the list. That truth cannot be overemphasized. You must keep building your list of ideal prospects and continually nurture the list.
When it comes to the market, it is also important to analyze and understand what your competitors are offering to your prospects. Be aware of what those competitors are both capable of and what they are likely to offer.
Of central importance is knowledge about what makes your service or your product different from others in your chosen market. What is unique? In other words, you should know and clearly articulate your Unique Sales Proposition (USP).
· Message
The message is actually the words you assemble to deliver to your target audience or prospects through a selected channel or platform. This refers to what you say to your prospect that is both compelling and drives to action.
For sending highly converting messages, you must keep the prospect central in your mind.
For example, you should make sure that you are using words & phrases that are crafted for the unique niche of your ideal customer or client. Keep it simple.
Using niche specific words and phrases makes your prospects comfortable with you and leads them to realize you understand their industry. Clarity and direct messages are the way: you must communicate.
You should prepare a unique package that you can sell over and over again within your chosen niche.
Your offer must be irresistible. And at the same time, the offer must be a stepping stone on the road to developing a serious and lifetime client.
The offer should be original to a segment of the niche where the client resides.
The uniqueness of your offer is the best tool you have to capture the interest of your prospect. Always make your offer different from the competition.
Remember that the headline of your message is of overriding importance.
You must test your messages with different headlines. The results of those tests, which you should never stop making will lead to the improvements that are critical for the results you desire.
· Media
Media is the platform through which you are communicating with your target audience. Examples are TV, radio, social media, newspapers, email, postage mail, leaflets, etc.
You must learn where your target prospects are hanging out.
You should begin by researching how your potential ideal clients receive their information. Only one or at most two channels should be used. Selecting first, only the most impactful.
The challenge to learn more than one type of media will become overwhelming. Only when all the nuances and techniques of one media is mastered should you begin on a second method.
You may want to begin the research, focusing on which of the two types of media, online and offline will be the most effective.
Develop criteria to use for evaluating the results of the channel your first select. Reuse this criterion when you are ready to proceed to a second media effort.
Your research needs to identify the demographics, psychographics, and geographic elements of your market.
Demographics — Who, Psychographics — What Geographic — Where
The determination of these three factors should always be tested and retested. Your initial research may have been flawed, your potential clients may change, and you may shift who you consider ideal clients.
Keep refining your approach as new information is discovered
Now you are aware of the three requirements to be fulfilled for becoming successful in your marketing campaign.
Be aware of the dynamic nature of the three sides of the marketing triangle. These things are not static. You must keep refining each element.
For example, today your target audience is hanging out on Facebook. But after 1 or 2 years, the scenario totally changes, and your target audience shifts to another platform. In such a case, you will need to refine your marketing plan accordingly.
Things change over time. You will have to keep yourself always knowledgeable of all aspects of your prospect’s life. Make refinements in response to those updates.
Final Words
It thus becomes clear from the details provided above that in order for you to have a successful marketing program, you will have to talk to the right audience (market), on the right platform (media), and in the right manner (message). Fulfilling these three requirements is the key to optimized results.
Further information on finding your ideal clients using the 6 step method is available here.
