
- Numbers don’t buy products, PEOPLE buy products. Set marketing campaign goals based on the total experience of your target customer.
- Know thyself. To help customers understand your offer, you need to be clear about where your product belongs in the market in relation to everything else.
- Strong marketing campaigns demonstrate a good understanding of the two things that influence customer choice. (I) Time-based incentives (II) Money-based incentives.
- Is there space in your customer’s day-to -day life to think about your product? For campaign success, figure out when and in what circumstances messages about your product work best.
- Changing people’s behaviour in a substantial way is difficult. Instead, use your marketing message to show customers how your product fits in as a replacement or add-on.
- Get a signal above all the noise. Don’t be tempted to tell people every detail about your product. Test a message or two at a time.
- If you’re not saying something specific, you’re saying nothing. Design your campaign message around something urgent, important or memorable.
- Should you shout, sing or whisper to win customers? Match your marketing communication to the right relationship and context.
- Zero budget? No problem. Use and adapt the tools you already have. Marketing is a game for learners and doers.
- Chase impact, not volume. Limit your marketing campaign plan to three things so that you have enough time to implement, learn and assess the results.
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