Picking the Right Marketing Method Makes a Difference
It took me a long time to figure out that there’s more to marketing than advertising. Like many business owners, I thought advertising was a necessity. If I wanted to get customers, I needed to place a newspaper ad or a radio spot. That’s how you get customers, right?
Boy was I wrong. It turns out that this method is the most expensive and least effective form of marketing. Part of the reason is because advertising is an interruption form of marketing where you’re intruding on someone’s life to get your message across. The other part is because most of us just throw a bunch of general information out there without telling the audience what they should do with that information.
My friend Justin Lukasavige often uses this formula: Intention + Mechanism = Results. When you’re laying out your marketing plan, you have to start with the intent. What is the end state of your marketing? Who is your target audience? What do you want them to know? What do you want them to do? Once you decide what you want to accomplish with the marketing, only then should you decide what media, or mechanism, to use.
For example, it doesn’t do you any good to decide you want to do a radio ad and then decide what you want it to say. You have to first decide what you want to do. Let’s say you want to drive more traffic to your website and you know that once they’re there, you will convert a certain percentage of visitors to sales. Great – you have a goal! Now you can decide which method is the most effective for reaching your target audience and for achieving your goal of driving more traffic to your website.
You’ve got to first determine the intention of your marketing, then decide on the mechanism best suited for the intention. Add in some strong calls to action, and that’s how you get results.