Marketing is 49 Percent Strategy and 49 Percent Execution

Every so often I run across an entrepreneur whose business is struggling, and who insists that this or that marketing tactic simply “doesn’t work for my business.”

It might be a flier or a sales letter, or social networking, or blogging or something else. Doesn’t matter what the tactic is, they’ve tried it, it didn’t work, and it never WILL work.

For me this is a huge red flag. Because I know that the vast majority of marketing tactics can work for the vast majority of small businesses – as long as they’re part of well-thought out strategy and executed properly.

The problem is, most entrepreneurs are trying to use all kinds of marketing tactics with no real idea of what makes them effective. So they aren’t executed properly. And they aren’t part of a bigger strategy.

On top of that, all too often entrepreneurs create ads, Websites, promotions and more with a very vague goal of “getting clients” or “making sales”. If you just want anyone buying anything you have to sell, your marketing is inevitably going to be very vague and generic.

In fact, that’s the kind of marketing you see most…Think ads that list a business name and logo, maybe what they do or sell, and a Website and phone number.

Unfortunately a generic ad, Website, sales letter or flier won’t do diddly-squat to actually grow your business. It just ends up seeming like more worthless clutter.

On the other hand, if you have a specific goal, you can be very specific in your marketing. Then it’s much easier to choose the best possible marketing tactics to implement your strategy.

It’s also much easier to create effective marketing materials. Because when you know the specific purpose of any piece of marketing you can write and design it to do the job. This is key.

Far more people are likely to take action when there is a specific offer and call to action to get one thing (as long as it’s something they want). As opposed to just stating what you do and your contact information and hoping prospects are going to put two-and-two together and take action.

So if you’ve tried one that didn’t work – ask yourself these 5 questions and you’re likely to find out why it failed.

And anytime you’re thinking about implementing a new marketing tactic ask these 5 questions and you’re sure to see more success…

1) What is the purpose of this marketing tactic?

2) Am I getting this in front of my ideal client or customer (someone who is ready, willing and able to buy)?

3) Have I made an offer that my ideal client or customer would not want to refuse, and that would help me achieve my goal?

4) Have I included a specific call to action that tells prospects exactly what to do to take me up on my offer (not sure what this is? Check my other article on Calls to Action here ).

5) Have I given them at least one good reason (usually a benefit or solution) to take action now?

If you’re not sure about any of these, you need to think your marketing choices through again. But once you get the hang of thinking this way, your marketing – and your business – are sure to soar!

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