3 Point Blueprint For Your Business

Let’s start with first things first.

You’ve got a business that you want to grow or an idea that you want to spread. And you know there are an endless supply of tools & how-to’s to market your thing online.

Which is both the problem & the solution.

There’s a million things you COULD DO… but it’s hard to tell what you SHOULD DO.

And what if you put all your energy into one area, only to find out later that you missed out on one of the biggest (most-obvious-in-hindsight) trends that could have been your golden ticket.

Worse yet…

What if you get stuck with a classic case of Analysis Paralysis.

Don’t worry… you’re not alone. Most Entrepreneurs and Idea Makers these days feel the same sense of overwhelm.

The good news is, there are proven frameworks… Systems… that are tried and true…

Taking the guesswork out of what to do first, second, third, etc…

So, back to the beginning.

Let’s start with first things first.

We can both agree that your business needs a Marketing System: a way to attract the right people, at the right time, to what it is you have to offer.

Having run my own business for over a decade, spoken & coached creative Entrepreneurs for just as long… and having had the opportunity to dive under the hood of numerous other businesses over the past 3 years as part of my work with Strikepoint Media, I can confidently share there is a single framework that all of the successful ones share.

“Some Comment can go here like on the Microsoft site”

The Market + Message + Media framework.

This framework reveals the 3 essential components of a (successful businesses) Marketing System. And at the core of these 3 pieces is a 4th component that is the heartbeat of every business.

And since this framework is A LOT to cover in a single post, I’ve actually put together a 14-day series that gets into the nitty gritty of each component.  Plus I outline one action item per day to kick start your Marketing System.

Click below to get the series.

For the Cliffs Notes version, keep on reading…

Lets dive into the framework and how you can use it to get into action… and more importantly… start getting more customers online.

The First M: Your Market

Any marketer worth his salt will ask “Who is your ideal client?”

Your Market is the answer to this question. The Who (i.e. demographics) and how they think (i.e. psychographics) are crucial to your marketing system.

Ryan Deiss of Digital Marketer coined the phrase “Customer Avatar” while others might call it “Your Ideal Customer” or “Your Demo.”

And though it may seem like Marketing 101, too many businesses gloss past the seeming simplicity of the question.

On the contrary, Real Marketers and Successful Entrepreneurs realize this may be the most important question they ever ask. And they don’t stop asking the question… even when they get to an answer that works.

For example, lets say you are selling an online course that teaches women how to start a wedding planning business (super nichey… I know… but I actually have a couple of friends with this exact business model… and they absolutely kill it online).

And let’s say you know that people interested in wedding planning are mostly women in their 20’s and 30’s.

With that information, you could technically check off the box, answering the question of “Who is my Market.” And if you are just starting out, that may be the only information you have to go with (which is totally fine if you’re just starting out).

However, what if you were able to sit down over a cup of coffee with a few of these potential wedding planners? And what if you could ask them about where they shop? And how they spend their day? And what they did leading up to wanting to be a wedding planner?

You see where I am going with this?

The more you know about the Market you serve, the better you can tailor your product and your marketing efforts to your Market’s specific wants, needs & desires.

For example, lets say you are selling an online course that teaches women how to start a wedding planning business (super nichey… I know… but I actually have a couple of friends with this exact business model… and they absolutely kill it online).

And let’s say you know that people interested in wedding planning are mostly women in their 20’s and 30’s.

With that information, you could technically check off the box, answering the question of “Who is my Market.” And if you are just starting out, that may be the only information you have to go with (which is totally fine if you’re just starting out).

However, what if you were able to sit down over a cup of coffee with a few of these potential wedding planners? And what if you could ask them about where they shop? And how they spend their day? And what they did leading up to wanting to be a wedding planner?

You see where I am going with this?

The more you know about the Market you serve, the better you can tailor your product and your marketing efforts to your Market’s specific wants, needs & desires.

Answering The Market question, will inform the other two M’s in your Marketing System… which takes us to the second piece.

The Second M: Your Message

You know your product better than anyone else.

And now that you know a bit more about who your Market is, you should begin to tailor the way you speak about your product.

Like the literal words you write & speak.

The words on your website. The words in your videos. On your Facebook posts. In your ads.

And if a picture is worth a thousand words… the types of images you use.

Simply put, you MUST communicate the value of your product… not only in a way that your Market understands… but in a way that makes them feel like you are the solution.

Because if they don’t feel that way, you won’t have the opportunity to serve them for very long… if at all.

Compare the best-of-the-best Kindergarten teachers out there… undoubtedly an incredibly important job (as a dad of 3 young kids, I can attest to the power of a great Kindergarten teacher)…

Compare that top-notch Kindergarten teacher with an equally top-notch professor at Harvard. Both are tasked with shaping the education & success of their students… and both will surely communicate their Message in different ways.

Why?

Because their Market is different.

And it is no different with your business.

Your Message must communicate directly to the heart of your Market.

This is where good copywriting and design come in. Where user experience and a clear & guided sales funnel can make all the difference between someone buying or not buying from you online.

And once you’ve got your Market identified, and your Message clarified, it’s time to go to the traffic store with piece number three.

The Third M: Media

Media may very well be the easiest lever to pull in any online business, yet it tends to be the piece with the most confusion…

Likely because there is more noise about Media than anything else…

Because Media is sexy…

And Media is ever changing…

But all Media is, is channels. Think of it that way.

Like literal channels on your TV… if you still have cable or satellite service at least…

I pulled the plug on cable years ago, but that’s a completely different discussion… for now, just go with me on the metaphor.

Facebook is a channel. Google is a channel. Other people’s email lists are a channel. Radio is a channel. Native advertising is a channel. Magazines are a channel. Your local networking group is a channel… I think you get the idea.

So, once you’ve got your Market identified, and your Message clarified, you simply need to decide which channels (i.e. Media) you will use to share your Message.

It goes without saying that you should choose a Media channel where your Market actually is. For example, it makes no sense for a company that sells to 75 year-old retirees to choose to advertise on the latest social media dating app geared towards college kids. On the flip side, this is exactly why I love Facebook.

Because these days, EVERYONE including your grandmother is on Facebook. You know this and I know this.

Not to mention, Facebook is a data-driven machine, which makes it a remarkably effective tool for reaching your Market with your Message.

But don’t be fooled… Facebook is simply one Media channel among many (even though… at least for now… it’s the biggest & best IMHO).

The last (and likely most important) note about the Media you choose…

Much the same way that who your Market is and how they think should inform the way you craft your Message… so should the specific Media channel.

If you are advertising on Facebook, for example, you are interrupting someone scrolling thru their newsfeed as they smash the like button on the latest viral cat video and check up to see what their Ex is up to. Your message needs to be short, catchy, and to the point. Don’t be click-baity… but make sure that you get to the heart of your offer quickly & clearly.

In contrast, look at this blog post… someone on your blog likely is there for a specific reason… to hear what you have to say. Therefore, you can take a little more time to draw out your ideas, likely going deeper & providing more value.

The form & content of the Message is tailored to the specific Media channel used to deliver the Message.

But what about this mysterious 4th component at the heart of everything?

That’s simple.

It’s You.

“Some Comment can go here like on the Microsoft site”

Some call it Product. Some call it Brand. Or Persona.

But whatever you call it, at the heart of your Marketing System is the thing that nobody else can affect: the value You bring to the table.

A great Marketer can come in and help identify more detail around your Market, craft a compelling Message, and get you all the traffic you could dream of with different Media channels.

But no Marketer (I don’t care what they claim) can take a bad product and build a long-standing, profitable, make-the-world-a-better place kind of business.

Only You can do that.

The good news is, good Marketing can help inform what you need to change to make the heart of your business (your product) beat stronger.

It can tell you what’s missing from your customer’s experience and what will turn them from a one-time buyer to a lifetime (raving) fan.

And good Marketing (and a solid Marketing System) can take that core product/value/brand/idea… and pour fuel on the fire.

So… what does every successful business have in common when it comes to their Marketing System?

They all operate within the Market + Message + Media framework.

They start with a clear Brand picture of the value they bring to the world… and then they define the Market they will serve, craft the specific Message they will use to communicate with that Market, and then tailor that Message based on the various Media channels they use to get their thing in front of the right people at the right time.

It all starts with a solid foundation…

And a series of specific questions…

Geared to help you put the building blocks of your Marketing System into place.

If you’re ready to find out exactly how to build out the 4 different components of your Marketing System, click on the banner below and register for my Marketing + Media Bootcamp. The Bootcamp is a 14-day free series that walks you thru the questions you need to ask, and the action you need to take, step-by-step, to get your Marketing System into action.

Join the free series today and take the next step to building out your Marketing System.

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2019-02-10T04:18:11+00:00

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