The Foundation of Marketing Success

Yesterday I mentioned that I spent a good part of the past week working on remodeling the kitchen in my house. As I mentioned, I was in charge of laying the Pergo flooring and boy was it a challenge! As I laid it, it really made me think about how much it compared to putting together and implementing a solid marketing plan. It’s definitely not something that’s easy to do, but putting forth the time and effort will yield amazing results.

Now, to ensure your efforts are successful, it’s vital that you have a solid foundation. Without a solid foundation for your marketing efforts, just like my Pergo floor, you’ll end up with cracks that diminish the effectiveness of your efforts. I’ve mentioned the key ingredients of a solid foundation numerous times before, but because they’re so important I’m going to list them again.

The keys to any successful marketing plan require the following 3 pillars:

1. A powerful message
2. To the right market
3. Via the right medium

The perfect marketing message sent to the wrong market, is as good as dead in the water. In fact, a poor marketing message sent to the right market will be infinitely more successful. However, absolutely NOTHING will produce more results that the right message sent to the right market via the right market.

So, how is your marketing message? Does it set you apart from the crowd or are you getting lost in the shuffle of all the ’sameness’ being put out by your competitors?

Have you carefully targeted your market or are you simply broadcasting your message like a crop duster spraying weeds? Unless you’ve taken the time to truly identify your ideal prospect and put them on a list, you’re wasting precious time and money sending your message to prospects not interested in your service.

Finally, unless you’re using a marketing medium that reaches your prospect at the right time, you’re again wasting your time and money. It’s critical to reach your prospects via the mechanisms they themselves are using.

Again, without these 3 foundational elements, your marketing plan will struggle to produce the results you’re looking to achieve. Don’t leave your business success to chance. Put in the time and effort necessary to create a foundation that’s certain to provide you with more business than you know what to do.

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