5 SECRETS OF GREAT MARKETING


1. Great marketing is directed at specific
You want to create a product, service, political organization etc. that everybody will love? Go and sleep, maybe you'll have a dream of what that could look like. 😂

I read a book written by Frank Kern (titled Convert…). Kern writes about how he released some “offensive” advertisement. Why offensive?

Well, offensive to people who are out of his target market.

While trying to sell your product/service, there will be this temptation to structure your promotion in such a way as to appeal to everybody. Great marketing doesn't do that.

Identify who and who are your target market and structure your business and marketing appropriately.

2. Great marketing promotes wants not needs.
Hmmm, I learned this lesson in a little hard way. I once wasted about nine months of my life trying to sell my service to a certain group of people who “need” it.

Maybe you don't know, people don't buy what they need. They buy what they want or what they must.

Insurance industry is selling what people need to buy, hospitals are selling what people must buy.

You can see why the insurance industry is struggling while the hospital industry is prospering.

People in fashion business understand this principle. That's why you see that 90% of fashion business is directed at ladies/women.

Men buy clothes when they need them, ladies buy clothes because they want them.

If you understand this, you will structure your marketing in order to meet peoples wants, not needs.

3. Great marketing doesn't sell a product/service, it sells a solution.
Who cares about what you are selling? Only you and your mum. You know mothers are really concerned about what you do in life.

What people care about is the solution to their problems or wants. Your marketing messages must “talk” more about how your target customer gets his wants met by buying your product or service and not about you or your organization

4. Great marketing communicates to emotion, not reasoning.
My psychology lecturer at the University taught me that human beings take decisions with their emotions and then justify it with their brain.

The meaning of this is that, most people will not patronize your business (even if its the best in the country), if its not appealing to them emotionally.

Yes, most men will not approach the best lady in town (no matter what your own definition of best is) if she's not physically attractive (if you're a lady, be warned, revealing clothes isn't what I mean here).

Most people will not be attracted to your marketing, if it`s not emotional appealing.

5. Great marketing promotes great products and services.
Marketing is only a channel (though very important channel) to sell your product, service or ideology.

The best marketing in the world will fail if you are using it to promote a poor service, product or ideology. Marketing is so important to a business that without it, no business venture can be successful and in the other side of the game, the best marketers in the world will fail if they try and promote a substandard service or product.

The reason is because they will not have repeated nor loyal customers who can tell others about their products or services.

Without repeated customers and loyal, unpaid ambassadors for your idea or product, you cannot go far.