Marketing Profitably Requires 4 Things

Today, a targeted direct mail campaign — pictured to your left — will leave my office, laser-focused on an upcoming speaking “tour”  I have planned. Forget the details of my tour or my direct mail piece for a minute, so you can ZERO IN on what really matters:  how you can make your own marketing unreasonably effective and profitable.

Marketing is mysterious and complicated, but only when we refuse to make it simple. Using the example pictured, I want to share with you my most recent marketing campaign for my OWN business, and call out the 4 specific, replicable aspects of it that you can and should “swipe” for your own use!

Here’s the “marketing campaign” simplified:

I’m using snail mail to send this over-sized, full color, attention-grabbing post card to a targeted list.  The piece sells nothing and makes an unreasonable offer.

Notice the four “specific, replicable aspects” you can swipe?

Zig When Your Competitors Zag.

1) I’m using direct mail.

WHY?  Because all of my peers continue to attempt to rely on free and cheap marketing options like email, webinars, etc. I have a good deal of respect for online marketing.   And I like free.  But, email marketing and online jv webinars, summits, etc. — WHEN RELIED UPON EXCLUSIVELY — bring you a cheap market. Just sayin.’

Plus, when you’re exclusively using free and cheap venues, it’s tempting to be indiscriminate in your marketing.   Look at the lists YOU’RE on.  Many list owners are constantly pushing, partnering and poking at their list to pay attention and buy from them.  HOWEVER, in all of this partnering — frankly — their lists are confused.  WHO do you want me to buy from?  Their lists are losing respect for the “guru.”  WHAT is the “magic bullet” you’re pitching me this month? Their lists are IGNORING them because they are tired of being pitched.

There’s ONE BIG swipe-able strategy here and a few sub-strategies:

First, the biggee:  Zig when your competitors zag.  I’m using direct mail because it allows me to show up (almost always) alone. They’re using webinars and ezines and jv pushes to attract attention. I’m using snail mail.

Next, the other sub-strategies:  Cheap / Free marketing tends to bring cheap/ free “clients.”  Avoid it.  Protect your list.  Don’t pimp it out.  You want them to LISTEN to you when you show up.  So, show up when you can serve them… NOT ONLY when you’re selling them. Use something that grabs their attention and can not be ignored.

Layer Your Marketing.

2) Marketing should be a multi-media experience.

I’m using a campaign that involves snail mail followed up by email — driving folks to any one of a series of live events AND a freebie webpage.  One step is boring and lazy. Layer your marketing.

Target well.  But at least Target.

3) I’m sending to a targeted list.

This list has been created to target successful coaches  who are located in three specific areas.  It’s further been narrowed down by length of time in business, association membership, and education level.  This is not a purchased list. It’s a very carefully crafted one — put together by my team and I.

Ask Them To Do Something, NOT Buy Something.

4)  I’m asking them to do something specific.

I didn’t bog my marketing campaign down with a burden of selling.  Your marketing should generate leads, NOT sell seats or products or services. THAT is an entirely different process entirely.   Sub-strategy alert: I’ve also given them 2 ways to respond; and made multiple free offers throughout the campaign.

In summary, marketing profitably requires you to do 4 things:

• Show up differently.  (Preferably alone.) 
• Touch your market in multiple ways.  (multi-media, multi-touch.)
• Target your message, so you’re sure to connect with your intended market; and
• Tell them what you want them to do.

It can really be as simple as that!