Three Rules of Marketing

  1. Deliver the right message to the right market using the right media. If you get each one of these right – Message, Market, Media – then you will have success with your marketing. Otherwise, you will struggle. Spend some time on the message you want to send to your target market. Be very clear when identifying your target market, including both demographics (where they are) and psychographics (why they buy). Be very clear on the transition that will take place for your client. They want to know what will be different in their business or lives as a result of working with you or using your product or service. Make sure you are on the appropriate media in the appropriate way. Ideally, you will be on multiple platforms, both online and offline. It takes a combination of both online and offline strategies. Drive your online traffic offline and your offline prospects online.
  2. Implement direct response marketing strategies. This is how you can drive online to offline and offline to online. It could be a direct mail campaign driving them to an offer on your website. It could be something on your website, such as a book, that you deliver via regular mail so you can collect their actual mailing address. You dramatically increase your marketing power if you have both an email address and a mailing address. Here is an example of a simple 3-step process to implement a Facebook direct marketing strategy (this is a very high-level overview). Step One – Create a free report, video, ebook, or something else of value to give them in exchange for their email address. Step Two – Create a landing page for that offer. Step Three – Create a Facebook Post with a strong call to action driving people to the page.
  3. Measure everything. Very few businesses measure anything, but that is an essential component of all your marketing efforts. What should you measure? Here are a few examples of things you should measure:
    • What is an hour of your time worth?
    • How much time do you spend on social media?
    • How much do you spend on each direct mail piece?
    • What is the ROI (return on investment) for your time and marketing dollars invested for each strategy?
    • What is the cost to acquire a customer?
    • What is the lifetime value of a customer? (This number will tell you how much you can spend on marketing to get a new customer.)
    • How many referrals did you get this week, this month, this quarter?
    • How many new customers, clients, patients did you get this week, this month, this quarter?

If you follow the three rules of marketing listed above, you will have success in your business. But it will take some time. Sometimes it happens quickly, but most of the time it takes a lot of work and time to get to the next level in your business. The amount of time it takes depends on your speed of implementation. Money likes speed!