I recently read the autobiography of Chris Kyle, the most lethal sniper in US military history. What struck me was his description of the different weapons and what they were used for. Each weapon had a different purpose for its use.
It struck me that many companies use the wrong marketing “weapons” to get their message across.
I constantly receive questions from businesses on how to better communicate their message. The questions range from frequency to how to get it in front of as many people as possible, but here’s what they forget to focus on:
- ·What is the objective of the message?
- ·Who is the intended target?
- ·What is the “weapon” of choice to distribute?
Most marketing is still done in a mass media style push. It is trying to hit as many people as possible. Although it does hit its intended target, there is much collateral damage. Hitting people who do not want to hear from you with a message or attacking them with multiple messages from your marketing department can end up turning these people off to your brand even when they are in market for your products or services.
Let’s look at these three aspects of successful marketing
What is the objective?
Just like a military operation, you need to understand the objective. What are you trying to accomplish and what do you want your audience to do? Without a clear objective you are running marketing on hope. Be specific. Be clear on what you want to accomplish and it will be easier to achieve your goal. Small wins are better than a huge assault.
Who is the audience?
Too many times marketing is blasted to an entire database. I heard a quote the other day that people do not want email, they want “me”mail. So whom is the message designed for? Heads of a company? The marketing manager? The consumer? Each of these audiences need and deserve a different message designed for them. As consumers ourselves, we do not like being lumped into a group where all of us are treated as equals. We all like feeling special. Choose your special audience and send them a special message for best results.
What is the weapon of choice?
Not all means of communication are correct. Email blasts, TV commercials, radio and magazines each have their place, but many times the message is the same in all of these. In battle the sniper hones in on one target, follows them and, at the right time, delivers. The same thing should apply to your marketing. Choose the objective, locate the audience, design the message and choose the right delivery message for the audience. Small wins. One effective message is more impactful than 100 emails that have no effect. Remember that collateral damage has long-term implications
The beauty of the Internet and the availability of information at one time were wonderful, but we have gotten to a point where there is so much information at our fingertips and we are overwhelmed to the point of inaction. In order to stand out, you have to be that sniper, cutting through the cloud of information and deliver your message cleanly, and with impact.