Your Winning Marketing Strategy – Message, Market, Method | Fordify Ep. 008 Ford Saeks
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Your Winning Marketing Strategy – Message, Market, Method | Fordify Ep. 008 Ford Saeks

– The topic that we’re
gonna cover today is simple to understand but not
necessarily easy to implement. (upbeat music) Welcome to Fordify where we
help you Fordify your business. Now each week we pick a random topic from the Fordify button. Let’s see what this week’s
episode’s gonna be about. Your winning marketing strategy. All right, this is great. Now you may have noticed
in a previous episode I did a short segment of this live, but let’s revisit this topic again, because it’s so important. Now, the topic that
we’re gonna cover today is simple to understand, but not necessarily easy to implement. There’s three parts, and these parts are like digits in a combination lock. When you get these
digits in the right order then the lock opens. But when you get these three things in your marketing in the
right order your profits open. So let’s unlock that
lock right now for you. The three parts are message,
which is the reason why. Why does someone spend money with you? The next element is market, which is who. So who are you gonna send that message to? And then of course, how,
which is the method. So you have the message,
the market, and the method. You have the why, the who, and the how. So let’s take a quick look
at each of the components. Your first component of
course is the message which is the benefit messages. Why do people pull out their credit cards or spend money with you and your company? So, the benefits. Now benefits are really easily defined as emotional or intangible. They’re the result of your features. So often when I work with
clients they get confused. They think that 15 years
of experience is a benefit. Or open 24 hours is a benefit. No. 15 years in business means
that they can trust you and have confidence. Those are emotions. Open 24 hours is a feature. The benefit is that it’s convenient. So you really need to
take a close look at all your marketing and make sure that you have really compelling benefits. So the key here is lead with benefits, substantiate your claims
with the features. Now of course, once you’ve got this great, compelling message, you
need somebody to send it to. That leads us into your market. Now what do you really
know about your market? Have you really done a customer profile? To do that you need to take a close look at their demographics
which are their stats, like how old are they, where do they live, how much money, are
they married, whatever. They’re statistics. You also wanna look at
their psychographics, which are the behaviors, you know, where do they congregate,
how do they make decisions, where do they hang out on social media, what do they read, how do
they make buying decisions? So now you’ve got the two parts, right. You’ve got your message,
and you’ve got your market. Well now, you need a method, right? You need to know some way
of sending that method or that message to that particular market. Let’s say I write a
really compelling message that’s going to C level professionals. But I choose to send a postcard. Like that frickin’ is gonna work. That’s not gonna work. So I can have the best
message in the world, I can have all my demographics
for my C level professionals, but if I use a marketing
method that’s not congruent for the market I’m trying
to sell to or promote to or communicate to it’s not going to work. Now that’s a little bit extreme. I know you get that. But I know that a lot of you make that same mistake in your business. You’ve come up with one
branding message or one slogan or one tagline or one headline
and you think it applies to everybody, but it doesn’t,
because there’s so many different markets out there,
and within each market there’s subcultures and there’s the
different generations, right? You’ve got gen X and gen Z
and gen Y and tradiionalists and boomers and the connected
generation, blah, blah, blah. Who gives a shit? I don’t care. You just have to make sure that you know who is your target prospect. A few years ago I was speaking
at a company in New York, and these guys were high
powered professionals and each of them made over six figures and when I first got introduced to speak they didn’t wanna listen to the speaker. They wanted to go play golf. We were at this beautiful golf resort. The last thing they wanted to do was sit in a conference room
and listen to a speaker. So I said to them, hey
guys, give me 15 minutes. If in 15 minutes I
haven’t convinced you that it’s worth spending time, we can go. I’ve already got my cheque in my pocket. You guys can go play golf. Way to go, cheer, yay, right? So they sat down they said
okay, and I said okay. Tell me who the best marketer
in this, in the room in, ’cause you see these
were marketing directors that were responsible
for group ticket sales for conventions all
across the United States, for conventions and
concerts and things like Sesame Street Live and
Icecapades and the circus, and things like that. So this guy comes up,
we’ll just call him Bob. So Bob comes up and he brings
all of his marketing materials with him so we could do a
hot seat, and I said Bob, let’s use the three M system for success. Pick something out that
you’re really proud of, and he gets this full page
ad for Sesame Street Live, and on the top of it
is a headline that says let’s be friends, and then
below it it’s a big picture of Big Bird, and then
the description and time and date of when the shows are gonna be. And I said to him, I said, well, let’s just look at this for a second. You think this was effective? He said, yeah. I said, how much did you spend on that? He said $70,000. I was shocked. I said, now let me get this straight. You spent $70,000. I asked him these three questions. What’s the benefit? And said, well, I don’t
know, let’s be friends. And that didn’t make a lot of sense. I said, who are trying to send it to? He said, kids. Now as soon as he said kids,
you could have heard a pin drop in that audience because
everybody was thinking, oh, I see where this is going, right? And then I said, oh,
you’re using the newspaper. So let me get this straight, Bob. You spent $70,000 to send
the message let’s be friends to kids using the newspaper,
and the worst part is I opened up the newspaper and
it was the financial section. So, Bob, I was thinking, now Bob, what the heck were you thinking, right? It was a total waste of time. It was a mismatch. Kids don’t read the newspaper. So he didn’t have the right message. He didn’t have the right market, and he certainly didn’t
use the right method. So I said to the group, I said, okay guys, since you’re all responsible for this, let’s brainstorm real quickly. Why do people bring their
kids to Sesame Street Live? And they all said things
like quality family time, lifetime memories, kids are
gonna, it’s gonna be great. Okay, fine, why don’t
they take their kids? Well, it’s gonna be a pain in the butt, they can’t get parking,
it’s gonna cost too much. So now we knew what the message
was gonna be and we tweaked the message and we said all
right, if you’re gonna have to use the newspaper anyway,
and you had, you know, he had frequency he had to pay for. So he had to use the newspaper. So we’ll just check box that one. So now the only two variables that we can change are the message and the market. So we change the message to be quality family time in two hours or less. Instead of a picture of
Big Bird we put a picture of a family with kids and
souvenirs and smiling faces, and then we ran the newspaper
again the next month, and their sales went up by 30%, and I worked with that
company over nine years. So what’s the real benefit here? You can do this in your business. So when you’re done watching this episode of Fordify and you’ve done sharing it, and liking it, and all that stuff, what I want you to do
is I want you to go back and I want you to look at your website. I want you to look at your
brochures, your catalogs, your signage, anything you’re
using to communicate value for your products and
services, and I want you to use the three M formula. Just sit down and ask yourself, what’s the message we’re trying to use? Who are we really trying to send it to? And what’s the method? The outcome here is I know
you understand the three parts of the combination lock. I know you understand that
you should have benefits but do you? I’m sure you know who your
target market is, but do you? And I hope that you know
what methods you’re using. Bottom line, if what you’re
doing isn’t working, it’s this. Go back and look at your combinations, and tweak them, because when
you start tweaking these, these digits in the lock,
you’re gonna unlock it faster, to bigger profits. Now that’s it for this
week’s episode of Fordify. I’d love to hear what you think. If you agree or disagree, make
sure you put some comments below, and as usual
make sure you subscribe to be notified when I
publish new episodes. I’ll see you on the
next episode of Fordify where we help you Fordify your business.

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