 |
 There
Are No Magic Bullets
-Red attracts attention.
-Being at the beginning of a magazine or the end is
better than the middle.
Both true, but both not worth a dime without a compelling
Dominant Selling Idea.
Magic bullets? Who hasn't tried to find them in the world
of marketing? Sure, you'll stumble across some amazing marketing
success stories now and then, but the truth is, you can't
plan them. You can't predict when or where lightening will
strike. So, like any coach knows, you must always develop
the fundamentals on which to base your strategy.
There are no tricks. No gimmicks. There are no foolproof
techniques that will allow you to trick people into buying
from you. It's going to take work.
Focus requires you to define your audiences,
learn about
their behavior, and then provide relevant and believable information,
communicated in an original, impactful fashion.
Discipline necessitates developing a marketing
plan and implementing it aggressively. Your plan must also
include a sales element. I know businesses that market and
then just expect clients to flock to them with wallets in
hand. Unfortunately for these businesses, it requires some
effort on their part. Sorry, no passive income.
Consistency means implementing your program
even after you are tired of it. And don't change your message
and marketing tactics on a whim. The race goes to the marathon
man, not the sprinter. There is only the fundamentals that
are occasionally and only occasionally trumped by dumb luck.
H2M bases marketing on the fundamentals of
consistency of imagery, tone, and customer experience. In
this day and age of here now, gone tomorrow media channels,
from mobil texting, faux product placement, online, offline,
print, web, radio, Tivo and what have you, there road we choose
is always based on what is relevant, important and memorable
to the target market, no matter where the message is disseminated
This means a seamless, integrated branding execution across
all channels. We know
with every campaign, we must think things through. We must
tough it out until the insights come. We must execute flawlessly.
Anything less will just not cut it.
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