You’ve no doubt heard about the K.I.S.S. principle – “Keep it simple, Stupid.”
Or as I like to say . . . “keep it simple, silly.”
K.I.S.S. has been around the block a few times. In fact, it
was a design principle noted by the US Navy in the 1960s.
The phrase was coined by aircraft engineer Kelly Johnson. It’s
nice to note that Johnson was the lead engineer at the Lockheed Skunk Works
(creators of the Lockheed U-2 and SR-71 spy planes).
Though the acronym has been used mostly by the US military,
namely the U.S. Navy and United States Air Force, civilians, businesses and
lots of other groups use it too.
Heck, I bet you’ve used it a few times yourself.
We all tend to over complicate things, including myself.
But I prefer simple
any day and twice on Sunday. When tackling any problem, my number one rule is
to start with the simple basics first (is the power on? Is the lamp is plugged
into the electrical outlet?)
And you’d be amazed at how effective the simple way of doing
things can be. After all, you can always complicate the hell out of things
later, if you like.
You’ll be pleased to learn “simple” also works in marketing
your biz too! Truth be told, simple has taken me a long, long way in the marketing
of my business.
Let me explain . . .
The Three Pillars Of Good Marketing
Ok. Let’s break this down into, you know, simple
terms. You can easily and simply market any product or service if you examine
the 3 pillars of marketing.
But before I go into details, I’ve got to give credit where
credit is due. While, I’d love to think that I’m a marketing and advertising
whizz, truth be told, I’m scratching the surface here.
What I have learned came from the true geniuses of the game.
The guys who figured it out and have been in the marketing trenches for
decades.
With that said, what you’re about to learn came from
marketing top-gun Dan Kennedy. I recommend that you get your hands on any
books, programs or live events he puts on. It’s nothing less than pure gold.
Ok. On with the show. The pillars of good marketing are:
Message
Market
Media
Let’s talk briefly about each one.
Pillar 1. Message.
This is the “what” you say to your prospects or clients. It’s the communication
part of the equation of good marketing. If you get this wrong, then your
efforts won’t necessarily fail but will suffer greatly in terms of results and
sales.
Keep in mind, even if you have a great message and you shoot
it to the wrong market, it’s going to land upon deaf ears. And you’re wasting marketing
bullets . . . time, money and other
resources.
Pillar 2. Market.
The is the “who” you want to sell to. It’s the group of people most likely to be
interested and willing buy your stuff. These are the prospects you are
communicating with and who will receive your sales messages (sales letters,
print ads, landing pages etc.)
So, your mission is to match your message to the correct
market using the correct media.
As you know privacy is essentially dead these days. So, getting
the names and addresses for nearly any target market is a fairly simple process.
Mailing lists comes in all shapes and sizes today. If you
know what market you want to go after, you’re likely to find a list. It’s just
a matter of contacting a list broker and describing who you’re looking for.
For example, If you are looking for people who are at least
7 feet tall, drive a BMW, live in South Carolina and subscribe to Psychology Today, you can get that list.
It may not be a very large list, but nevertheless it still exists.
Pillar 3. Media.
This the delivery system. It’s the vehicle that your message rides in. Think:
magazines, newspapers, newsletters, social media such as Twitter, Facebook,
LinkedIn, and list goes on forever it seems.
The best way to select which media to use, starts with the
market. Are you targeting folks over the age of 65? There’s a good chance they
do not use social media as a primary medium.
Yes, they very well may have a Facebook account, but this is
not their main means of communicating or staying in touch with others.
They do read the local paper and use their cell phone
regularly. They probably listen to the radio and watch TV.
But the only way to truly know is to ask your clients and
prospects.
How To Target Your Market
One popular way that business owners use to target their
market is by geographic.
Using geographic marketing you choose your market based on a
specific location, for example, businesses within a 10-mile radius. This is a
very simple way to choose your targets but it’s like dropping flyers out of a
plane and hoping one lands with the right person.
Yes, a bit of an exaggeration but with a few simple tweaks,
you can make your geographic marketing more effective. And you can do this by
using . . .
. . . Demographic targeting. Demographic
targeting is selecting people by age, gender, how much money they have, whether
they are conservative or liberal, or what religion they are, single or married
and so on.
Next, you have psychographics. Psychographics deals customer behavior, attitudes, interests and
lifestyles. It’s useful when segmenting your market. This can be very powerful
(and effective). Plus, it allows you to customize your marketing messages based
on whatever market segment you are going after.
Hey, you could combine all three. And many of the cloud
based programs, such as Adobe Marketing Cloud, Salesforce, HubSpot, Marketing
360 and more do just that. You could also check some of the open source
solutions.
Again, you don’t have to get all “techie” just be sure you
have details such as their contact info, and carefully track how much they
spend, what they buy and how often. Simple with Excel.
Of course, I could go way deep into this topic, but staying
the “simple” approach, suffice to say keep good customer lists, learn what your
prospects and clients want and become the “go-to” company that fills their
needs.
So, the next time you start a new marketing campaign,
consider the ideas presented here. If you are tired of dumping big bucks down
the advertising toilet and you’d like more profitable results, then I encourage
you to give me a shout. Do you have questions about this article or would like
to see a subject covered? Again, just
shoot me a line. I’m always happy to help.
Yours for higher response,
Emette E. Massey
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