The 3 Principles Of Marketing Mastery

Good marketing boils down to three core principles that, when you master them, no matter what business you are in, you unlock a money-making superpower.

From the dawn of life on Earth, marketing has existed.

An incredible example in the animal kingdom are the birds of paradise in the Amazon Rainforest; the brilliant colors to their complex mating dances all to persuade a potential mate that they are THE specimen worthy of... "doing business with."

So what are the 3 principles of good marketing?

In Dan Kennedy's fantastic book, "The Ultimate Marketing Plan" (which I could not recommend enough), he gives a definition of marketing distilled from his 30+ years of experience:

"Getting the right message to the right people via the right media and methods-- effectively, efficiently, and profitably."

Let's break it down.

The Right Message

Truthfully speaking, and pardon my language, most marketing positively SUCKS.

This isn't 1792 where everyone is out ploughing and tending the fields. Today we are bombarded with information and ads every day, making it even more important for our message to stand out and command attention.

This means...

• You CANNOT Be Boring.

• You cannot be saying the same thing as everyone else.

Most marketing messages are regurgitated crap they saw their competition doing and modified it ever-so-slightly.

Our message needs to be clear, powerful, persuasive, compelling, and maybe even intriguing or fascinating... Our message needs to be unique and it must portray the product or experience we provide.

The more we can incorporate these components the better our message will cut through the clutter and stand out (MAKE IT MEMORABLE).

For a deeper dive into this incredibly important principle, stay tuned for my upcoming blog post Razor-Sharp Messages That Cut Through The Clutter.

For now, let's get to our next principle.

The Right Audience

Imagine you have the greatest ballet shoes that ever existed. You put together an incredible presentation and deliver it with impeccable timing and brilliance to your audience...

Buuuuuuut you are speaking to a gang of motorcyclists.

You have a great product, a solid message, and an amazing presentation... but you sell zero shoes because you are speaking to the wrong audience.

In marketing, it is our job to identify who has the highest chance of converting and gear our message towards them (this is where many business owners go horribly wrong).

Most companies gear all their effort and budget and messaging towards a group of people that could give a flying hoot about them.

This isn't politics. This is business.

The great Gary Halbert famously posed a situation to his audience:

"You and I are starting our own hamburger joints. I'll give you any advantage you want, from the best burgers, the best location, even a dancing clown if you want!

For me, I only want ONE THING... a Starving Crowd."

In whatever you do, no matter the business, make sure you are targeting people that actually want or, better yet, NEED what you sell.

• Don't sell steaks to vegans.

• Don't sell shoes to people without feet.

I will be diving deeper into this key marketing principle in my upcoming blog post: The Starving Crowd.

So we have a clear and memorable message that grabs attention, and we have identified an audience that is actually interested in what we sell...

Now we must figure out HOW to deliver our message to our audience.

The Right Media

Advertising: the process of making known.

Choosing the right medium/media for delivering our message ensures that our carefully crafted message reaches our ideal audience most effectively.

This takes into account where they spend their time and how they consume content.

In the days of old, businesses had to reach their customers in ways such as direct mail, valpak, magazines, yellow pages...

Luckily for us, pretty much everyone uses social media.

Not that the previously mentioned methods aren't effective, in fact I would still recommend every business owner consider tapping into direct mail as one form of their marketing strategy.

• Another incredibly important marketing secret weapon is to get our business message to our prospective customer as many times and as many ways as possible.

BUT... (now that's a big but)

Social media has made reaching targeted audiences easier and more cost-effective than ever before.

It allows for precise targeting based on:

• A local scale: "within 15 miles of XYZ city/zip code"

• Interests: riding motorcycles, cute puppies, ice cream, local restaurants, etc., etc.

• Other demographics: 20-50 year old mom's with daughters in ballet classes (yeah... facebook knows WAY too much about us)

Social media also makes retargeting audiences and audience segmentation a breeze. But on the other side of the same coin, Facebook is just as willing to take your money for mediocre results.

In my free guide, "4 Easy Steps To Getting More Clients Using Meta Ads" I go much more in depth on this topic. Get access to it by clicking here.

Remember:

• Don't be boring

• Target the people that are MOST likely to want your services.

• The Starving Crowd!

• And utilize the media that will get access to your audience.

Amazing.

I'm SUPER glad you won't be one of those businesses with boring, repetitive, regurgitated messages to a broad audience that could care less about them.

Talk soon,

Alexander

P.S.: If you would like to see how we would be able to utilize these principles for YOUR business,

Fill out the form for a Free Marketing Analysis.

I will personally read it and respond to you within 48 hours.

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