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Message, Market, Media

Market, Message Media

by | Apr 8, 2019 | Uncategorized

Market, Message, And Media.

All too often I see business owners do this in reverse. An advertising sales rep, motivated by their commission cheque walks into their door, presents a compelling case, makes an offer and wins their business.
Now what?
Often the rep will say, “Don’t worry, we’ll take care of everything.”
When the ad flops, you shake your head in disgust as you cut the cheque to pay for it stating, “This advertising doesn’t work.”
I hate to be the one to throw cold water on you, but it was all your fault because you were lazy and did things backwards.
Now before you click away, hear me out.
You purchased media, had someone else craft your message, without really knowing if your market was receiving that message. Instead, this is what I would have done.
I would have invested time with you to truly understand your business and who it is you serve. I would want to know the problem you solve for them. What causes them stress and how you resolve it. What is the transformation they experience when they use your product or service? This is getting crystal clear on your market.
The next step is to create a message that resonates with them. I would complete that message with a strong offer that addresses their pain so they have a quick victory. I would also make sure there was a specific and direct call to action. Nothing wishy-washy or wimpy. This is the message.
Finally, I would work with you to determine the best way to deliver that compelling message to your market place. Where do you client’s hang out? How do you best reach them? How do they get their information? Where should you be to intercept them? My motivation here are results for your business not a commission cheque from my employer. I will help you select the right channel to deliver your message, not the one that puts a commission check in my pocket.
Remember, Market, Message and then Media.