Let's take just one moment to review what we have accomplished this far . . .
The very broad and most basic formula for developing and implementing an effective marketing plan has not changed at all. It is still, and most likely ever shall be:
a. Define the market.
b. Define the people.
c. Define the message.
d. Define the preferred delivery system(s).
e. Deliver the message.
We have thus far accomplished a and b. We have begun to learn how to craft an effective message (one that creates sales). This is the second post on this subject.
Remember that the entire formula must be viewed from a new perspective that takes into account the current options now available in the marketplace. The old 'tried and true' marketing systems are not working because they being applied TO a marketplace that has changed radically, dramatically and permanently.
In her book, Every Generation Needs A New Revolution, author Linda Thompson of Life Path Solutions ( http://www.lifepathsolutions.biz ), provides us with an extremely penetrating look into this new marketplace. (If you have not read her book, I highly recommend you do so if you intend to successfully market any product or service in this new marketplace. In my opinion, it is the new Bible in regards to learning to craft effective marketing messages).
"Remember the sale pitch, 'This is not your father's Oldsmobile?' That's what's happening today,” Linda says. “We are trying to sell our products and/or services to multi-generations, using the same delivery, to everyone. Most likely, those who have tried this approach have not found a great deal of success. Every Generation Needs a New Revolution illustrates how this commonplace problem can easily be overcome and can indeed be transformed instead into a real asset.”
In her book she defines the following groups of people:
The Veterans - born 1901 - 1929
The Silents - born 1930 - 1945
The Boomers - born 1946 - 1964
The Generation X - born 1965 - 1976
The Generation Y - born 1977 - 1990
The Millenials - born 1991 - Now
All of these diverse groups are found in the marketplace currently. However she breaks this down even more. For our purposes here I will summarize briefly just a few characteristics of these groups. Her treatment is far, far more comprehensive. (Again, I highly recommend that you read the book to get the full, unedited picture).
Veterans
Personality: Traditional, Family Oriented
Core Values: Patriotism, Loyalty
Think of: Charles Lindbergh, Rudolph Valentino
Silents
Personality: Conformist, Conservative
Core Values: Dedication, Sacrifice
Think of: Jimmy Carter, Charlton Heston
Boomers
Personality: Driven, Soul Searchers
Core Values: Optimism, Teamwork & Involvement
Think of: The Beatles, Bill Gates
Generation X
Personality: Risk Takers, Skeptical
Core Values: Diversity, Global Thinking
Think of: Michael Dell, Brooke Shields
Generation Y
Personality: Optimistic, Prefer Collective Action
Core Values: Confidence, Civic Duty
Think of: Tara Lipinski, LeAnn Rimes
Millenials
Personality: Remains to be seen
Core Values: Remains to be seen
Think of: Remains to be seen
What does this mean to you and your marketing efforts? It means a great deal. For here we have 6 very distinct groups of people, with 6 very distinct ways of communicating and 6 very distinct ways of perceiving that message you are sending.
One of the primary reasons your message may not be effective is that it is being perceived by groups of people who perceive your words in many DIFFERENT ways, not all of them as favorably as you might hope. This is not your father's anything.
According to Ms. Thompson in Every Generation Needs A New Revolution, the numbers break down as follows: (these numbers have not been verified by me - I reference them here from the book)
The Veterans 63 million
The Silents 49 million
The Boomers 78 million
The Generation X 40 million
The Generation Y 70 million
The Millenials Unknown
Now, let's suppose you are a Veteran, but your primary market is Gen Y. You develop a great message that references Rudolph Valentino. Nobody will know what the hell you are talking about. Don't laugh. I have files full of these things. I see this over and over again.
(Remember that you are developing multiple profiles. Hopefully you will have more than one. You will want to craft one message for the female Silent, and a completely different message for a Gen X male. You may have many profiles, requiring many different, highly targeted messages - perhaps even a different landing page for each profile . . . )
Not talking the language of your targeted market would be a really stupid marketing trick. More on this subject in the next post.
For more information, visit http://www.freepublicitygroup.com
Wednesday, December 24, 2008
Stupid Marketing Tricks Part VII - Using The Wrong Words
Monday, December 15, 2008
Asoma Music Teams With Dan Millman To Create 'Song Of The Sage' - Music That Changes Lives
[Killaloe, Ontario – December 12, 2008] Asoma Music, a Canadian media company, has teamed up with Dan Millman, author of several bestsellers including 'The Way Of The Peaceful Warrior', to produce an audio product that can literally change lives. Entitled 'Song Of The Sage', the CD (also available for direct download) features twelve tracks, each dedicated to detailing a spiritual law. The readings are drawn from Dan Millman's book, 'The Laws of Spirit'. The voice recordings are done by Dan Millman himself and are combined with lush music created by Asoma Music. The end result is an experience that can take the listener to deep levels of relaxation while simultaneously allowing the listener to absorb spiritual principles that transform one's life experience.
Dan Millman is a prolific author who has sold millions of copies of his books worldwide. These include Way Of The Peaceful Warrior, The Journeys of Socrates, Sacred Journey of the Peaceful Warrior, Wisdom of the Peaceful Warrior, The Life You Were Born To Live, Everyday Enlightenment, No Ordinary Moments, Living on Purpose, Body Mind Master, and The Laws of Spirit. He has also authored two children's books; Secret of the Peaceful Warrior and Quest for the Crystal Castle.
View the entire multi-media release at http://www.freepublicitygroup.com/Release_Asoma-Music.html
Social Multi-Media Press Release Has Arrived
The Social Multi-Media Release has arrived - bigtime.
Now, simply by using this form of release, in addition to your traditional press releases, you can not only get the word out to traditional media (newspaper, magazine, radio, tv, etc) but can also get it out to technorati, facebook, linkedin and also social bookmarking sites such as digg, delicious, etc. Using both allows you to cover nearly the entire spectrum of publicity resources.
In addition you can embed audio, video - whatever you can imagine. The end result is a multi-media experience that covers all the bases. I posted a full article on this at http://www.freepublicitygroup.com/ArticleEndOfAnEra.pdf
Later this morning I will post a sample here on this blog and will continue to do so from time to time.
More at http://www.freepublicitygroup.com
Friday, December 12, 2008
Stupid Marketing Tricks Part VI - Selling YOUR Product
Thus far, we have covered the first 3 key areas to be addressed before attempting to create a marketing plan that will actually produce sales. We have discussed the facts that you must determine:
a. IF there is a market for your product or service
b. if so, HOW MANY people comprise that market, and
c. WHO comprises that market.
So let's complete a short quiz:
1. IS there a market for your product/service? If so, what verifiable sources can you cite? List them.
2. HOW MANY people comprise that potential market? Cite the studies, surveys, verifiable information sources.
(NOTE - Failure to produce verifiable proof sources will cause you to get an F- on this quiz. Please stop fooling yourself and do your homework. Hey, it's your money and time . . . :) )
3. WHO comprises this market? How many profiles have you created? Remember you must know your potential purchasers:
* Gender
* Income Level
* Age
* Occupation
* Education Level
* Geographic region
* Lifestyle characteristics
* Purchasing characteristics
* Hot buttons
* Benefits sought by this profile
The next two very broad steps will cover developing the message and delivering the message.
THE BASIS OF DEVELOPING A MESSAGE FOR EACH PROFILE
Before we get into developing a message, I would like to make a very important point.
All successful marketing messages have, at their core, a common element. Conversely, many unsuccessful (or mediocre) marketing messages have, at their core, a different common element. Do you know what these common elements might be?
Let's look briefly at two, 'in your face' marketing messages:
Message A:
"My Handy Dandy Super Duper Lawn Destroyer 2000 took over 400 hours of research to develop. For the money, it is a real bargain. It has oversized wheels, a comfort rubber handle and a patented Jizmo Gizmo Lever that allows it to be emptied easily. The Lawn Destroyer 2000 is great! You will never find a better lawn mower at a better price. . . ."
Message B:
"This easy to use machine is easy to push and easy to navigate around anything found on your lawn. The handle reduces vibrations, so that your arms never get tired. You can even empty the clippings without bending and stooping. It's so easy to use, even children and grandparents can use it. This kind of comfort cannot be found in any other lawn mower, at any price, anywhere."
Now, what is the difference? Some would say it is FEATURES VS BENEFITS. True. However, what is demonstrated in the second message is that you have the potential clients' best interests at heart.
Listen to me carefully now. Developing an effective marketing message (one that produces the results you seek) has absolutely NOTHING AT ALL TO DO WITH YOU.
Nothing. It instead has EVERYTHING TO DO WITH THE PURCHASER.
People do not care about you. They do not care about your product or service. They ONLY CARE ABOUT SOLVING THEIR OWN PROBLEMS, WANTS AND NEEDS AS THEY PERCEIVE THEM.
To develop a message that will work, regardless of profile, you need to get inside that profile's head. You need to solve their problem as THEY wish it to be solved. This involves five steps:
1. Acknowledge and identify the problem/need/want
2. Build up the problem/need/want - make it urgent
3. Offer a very good solution
4. Make the decision easy to implement right now
5. Ask them to solve their own problem/need/want right now
This is not salesmanship - this is helping people. If you learn to help others, you will succeed with the WORST of messages.
Having the best interests of others at heart, and being able to communicate it well, is the key element to successfully marketing anything.
Look at the messages you have been using. Find the 'me's, we's, our's and us's' and cross them all out with a big red pen. Now start over.
Not giving your potential buyers what THEY want is a REALLY stupid marketing trick.
More at http://www.freepublicitygroup.com
Friday, December 5, 2008
Free Publicity Focus Group Announces New Web 2.0 Press Release Services
[December 4, 2008 - Holden Beach, NC] The Free Publicity Focus Group today announced a new press release service. Dubbed the 'Web 2.0 media release', this service takes advantage of the power of audio, video, social bookmarking, and a host of other features not available through the traditional press release model.
'It is a model for both the present and for the future,' stated Don McCauley, founder and facilitator of the Free Publicity Focus Group, 'and frankly, the time for a service such as this came a long time ago. It is evident that the traditional release, though still viable in many respects, is quickly being surpassed. Historically, the ability to get that release into the hands of the public has represented a challenge, due to the fact that traditional print media is limited in regards to space, and traditional electronic media is limited in regards to available time. The need to incorporate 'direct-to-the-consumer' news releases has not only become necessary - one could say it has become urgent. Current Internet technology makes this very easy to accomplish.'
The Web 2.0 media release incorporates resources that are simply not available in traditional news releases. These include, but are not limited to:
* Graphics
* Social Bookmarking Tools
* Audio
* Video
* Links
* Referral Tools
and a host of other resources. In addition to the social bookmarking aspects of this style of media release, these releases can also be highly ranked by search engines such as Google and Yahoo. Links to media sites, such as YouTube, allows for a single release to serve as a media experience, rather than a potentially boring, flat text file.
'Assuming the release is properly structured, i.e. keyword and search engine optimized', stated Mr. McCauley, 'this style of release can also serve to drive the release and the information to the top of these search engines. That fact, combined with the power inherent in presenting the information in audio and video formats, makes this style of release both an informational tool and a very powerful, direct-to-consumer marketing tool. The days of struggling to get a single release printed in a newspaper or magazine in a single market are quickly passing into obscurity.'
In addition, the ease of bookmarking the release on social marketing sites adds the potential for making the release a viral marketing tool through the utilization of tell a friend links and other information sharing tools.
A sample of the Web 2.0 press release can be seen at http://www.freepublicitygroup.com/pressrelease_web2.0.html. For more information, including options and price quotes, contact Don McCauley at the Free Publicity Focus Group by email at don@freepublicitygroup.com, or call 910-842-9248.
The Free Publicity Focus Group specializes in demonstrating how anyone can build a massive marketing and publicity campaign for little or no money. The Free Publicity Focus group brings 30 years of marketing experience to the table for their clients. Services include, but are not limited to publicity and /advertising strategy analysis, marketing plan development, campaign development, website services, traditional and web based publicity services and a host of other services.
The above release details something I've been meaning to do for a long time now. I have finally decided to offer this service because, as I see it, if you are not using a 2.0 media release in addition to the other tools in your bag of marketing tricks, that WOULD be a stupid marketing trick . . .
More at http://www.freepublicitygroup.com
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