“Marketing is a contest for people’s attention.” ~Seth Godin
Thirty years ago it was easy to get attention. There were, after all, only a hand full of places to advertise: TV, radio, billboards, newspaper, and direct mail were the top contenders. Life was slower. People had time – and head space – to pay attention to ads.
Today, there are hundreds of ways to market your business: people waving signs on the street, internet pop ups, email blurbs, and text messages, to name just a few.
That’s why it’s more important than ever you use the marketing triangle.
The marketing triangle answers these 3 questions:
Message: What problem do you solve?
Market: Who do you solve it for?
Media: Where do your customers hang out?
Uneven Sides Cost You Money
When thinking about marketing, most businesses will get one or two sides right. Without all three, you fail to draw in more business.
For example, in talking with a client last week, I realized he had two sides of a good marketing triangle, His third side, however, was too short.
This client wanted a press release (media). He had a “hand-picked” list of local people he wanted to reach (market). He had a service he wanted them to buy (message).
His message was well thought out. It just needed a few tweaks. His target market, about 400 people between 45-65, was thoughtfully selected. Yet, his media – a press release – was weak. It wasn’t the best fit for his message.
A press release is a great way to let people know “news.” Such as when you’ve hired a new employee. Or you’ve merged with another company. Or something else newsworthy. Press releases are easy to overlook. They’re usually released just once. And nowadays, not everyone takes a newspaper. A press release doesn’t prompt action.
Balance is the Key to Draw in Customers:
Use these three tips to balance your marketing triangle:
- Getting Attention for your Message:
- Stopping eyeballs in their tracks is crucial for someone to see your message. You’re exposed to over 5,000 ads a day. Compare that to the 500 you would have seen in 1970. People have to block out ads because so many whizz by.
- Creating a graphic and headline – like the one for this article – helps people stop and pay attention. Especially if your product is something they need
- Including a call to action – something you want your reader to do – helps you see if your message is being read. A call to action could be an asking your reader to call you. Or subscribe to your newsletter. Or rate your business on Google. (Calls to action also work on radio, video, and with podcasts.)
- Understanding your Market:
- Identifying why people buy from you shapes your message. It helps you point out benefits they want.
- If you’re not sure why people buy from you, ask some existing customers.
- Finding the Right Media:
- Advertising needs to be where your market will see it – whether that be in the mail, on the radio, or in a facebook ad.
- Being everywhere isn’t necessary, but you probably want to have your message in several places.
- Consider your marketing presence for: your website, other online sites, direct mail, local flyers, and radio.
- Tracking can save you money. If you realize that you get tons of business from Twitter and none from Facebook, don’t waste your time on Facebook.
- Repeating gives you an edge. Lots of small businesses advertise one time in one place. As I stated before, we tune out ads, so retelling your message in various ways gives you more chances that someone will see it.
Back to my client – We decided on a postcard campaign of six postcards mailed a week apart. After only one mailing, he had three people contact him. He feels balancing his marketing triangle gave him the edge.
The next time you market, fill in the sides of your triangle. It might take some trial and error – but using the triangle will make your marketing sharper.