Are You Asking Yourself… What is the Reason I Am Doing This?
I’ve been in business for over 40 years, and over the last 18, 20 years I’ve been working in marketing other companies to their perfect clients. One of the first questions I ask them is, “Who is your perfect audience?” Now, I get one of two different answers. It’s either, “I can identify that person,” or somebody says, “Everyone.” Now, the predictor of success is usually the person who has a clearcut idea of who their audience is and what they want is probably going to be more successful than somebody who says, “Everyone.” Yeah. Who wouldn’t like to sell everything to everyone? But would you try to sell dog food to a cat owner? No. But the logic of those people is, “Well, they’re pet lovers, and maybe they’ll get a dog somebody.” Right? That’s not very targeted. It’s not very efficient.
I’ve given a lot of speeches to a lot of groups. The ones that have impressed me a lot are Rotary Clubs. They have a four-way test that they do at the beginning of every single meeting.
Here are the four questions they ask:
- !s it the truth?
- Is it fair to all concerned?
- Will it build good will and better friendships?
- Will it be beneficial to all concerned?
So, they ask those four questions as part of the overall core mission. Today, I’m going to do kind of the same thing, but from a marketing standpoint, and I’m going to ask you some questions.
I want you to think of marketing as an expense. I don’t care whether you’re spending money or you’re spending time; it is always an investment. It’s an expense that should reap a reward, which means that marketing should have measurable results. Most importantly, your marketing should be aligned to your business goals.
I have five main questions that should help you focus on this overarching big picture question…. Are you asking yourself all the time, “The reason I’m doing this is …”? Does it have a purpose? That’s the question you should be asking yourself. If you’re doing something in marketing, does it have a purpose?
1. What is The Desired Marketing Goal?
Here’s question number one. What is the desired marketing goal of what you’re doing? It could be a lot of different things, but let’s narrow it down to three.
- Is it there to grow your audience?
- Is it there to sell more products?
- Is it something that’s gonna help me save time or money?
When you’re doing an activity in marketing, what is the desired goal of that? The second question you have to ask yourself is is it achievable? That’s a tough question to answer, but are you gonna sell some or a ton, or do you know? Is there a goal in mind? What is your desired goal, as far as is it achievable?
2. Is It Achievable?
If I sell X amount of packages or make X amount of dollars, what will it do to my business? That’s what you’ve gotta ask. …read more
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