Back in 1999, during my master’s degree in direct marketing, a professor shared a story that really changed how I think about marketing. It’s a story I want to share with you all today to help us all get a better handle on what marketing truly is, especially with all the AI talk out there. Professor Mitchell Orphus told us about direct mail.
Imagine sending someone a postcard that just talks about your business and how great you are. Most likely, they’ll just toss it. But what if you sent them a massive book, a tome, with a note saying, "I interviewed everyone you know and asked them to tell us about you"? Chances are, they’d read that whole thing. This is the perspective we need for marketing. It’s not about your logo, your brand colors, your website, or even your TikTok style. It’s about making people take action.
So, how do we get people to act? To buy, click, engage, and eventually spend money? It all comes down to a few key things.
The Core of Marketing: Action and Outcomes
At its heart, marketing is about driving action. But it’s not just about getting them to do something; it’s about focusing on the outcome they desire. Think about a car detailing service. They don’t sell you the hours of work or the specific products they use. They sell you the outcome: a car that looks and smells brand new, like it just rolled off the factory floor. People want to feel that transformation, not the process.
Similarly, if I’m offering coaching, I’m not selling 10 hours of my time. I’m selling clarity for your business and the results you’ll achieve by a certain time next year. It’s all about the outcome, not the tactics.
Grabbing Attention the Right Way
Attention is the next piece of the puzzle, but it’s not about shouting or being gimmicky. Attention is a hook. It’s that bold claim or the emotion tied to the outcome you’re offering. It’s about disrupting how people are used to being spoken to. Remember the postcard versus the tome? The tome gets attention because it’s unique and intriguing.
Understanding Your Audience is Everything
We can’t achieve action, focus on outcomes, or create a compelling hook without understanding who we’re talking to. This is where many people stumble. Research is key. Look at your analytics, create an internal avatar based on your best customers – who spends the most, who has the highest lifetime value, who is cheapest to acquire but spends the most? This avatar becomes your guide.
Knowing your audience means meeting them where they are. Are they on TikTok, Snapchat, or LinkedIn? How do they interact on those platforms? It’s not just about demographics; it’s about psychographics and understanding their interactions. Sometimes, data can be misleading. A 55-year-old and a 16-year-old could be equally passionate New York Yankees fans, sharing similar behaviors and spending habits, even if their demographics are vastly different.
Trust Over Traffic: The Long Game
Many focus on driving traffic to their websites or social media. But trust is greater than traffic. You build trust through truth in your content, which takes time, effort, and consistency. This is why some marketing executives struggle; they aren’t given the runway to build that trust.
Showing up consistently in people’s feeds and having quality interactions builds trust. Without trust, you can’t build a true emotional connection, which is the next vital step.
Evoking Emotion Through Storytelling
An emotional connection is what makes marketing truly effective. Think back to the tome example – the idea of people talking about you evokes emotion. You can’t create that connection without trust. And you can’t get attention, drive action, or craft a hook without understanding your audience and what makes them tick.
This is why quick fixes don’t work and why I get a bit frustrated with the hype around AI tools. Shiny objects can amplify what you’re doing, but if you’re not doing the basic blocking and tackling of marketing – understanding your audience, building trust, and storytelling – these tools can actually mess things up. They can dilute your brand, evoke the wrong emotions, and break trust.
Be Clear, Not Clever
Another important lesson I learned is to be clear, not clever. Simple language is harder than it sounds. Aim for a lower reading level, like using the Hemingway App. Making your message clear and concise is a real challenge. Your core message should be straightforward. For example, "I help individuals, entrepreneurs, and businesses leverage AI to generate more income."
Everything you do should focus on the result, not the process. Think of a compass versus a map. A compass shows you the direction (your vision), allowing flexibility in how you get there. A map can lead you in circles if you’re not careful. Be rigid in your vision but flexible in execution.
Key Marketing Takeaways
- Action: Your primary goal is to make people take action.
- Outcome: Focus on the results and transformation you provide, not the process.
- Attention: Grab attention with a relevant hook that speaks to the action and outcome.
- Research: Understand your audience deeply before creating any marketing.
- Trust: Build trust through consistent, truthful content over time.
- Emotion: Evoke emotion through authentic storytelling.
- Clarity: Be clear in your message, not overly clever.
Putting It All Together
So, to recap:
- Action: Make people act.
- Outcome: Talk about the results, not the steps.
- Attention: Get attention with a hook that highlights action and outcome.
- Research: Know who you’re marketing to.
- Trust: Build trust through consistency.
- Emotion: Evoke emotion with stories.
- Clarity: Be clear, not clever.
By following these steps, you can create marketing that truly connects and drives results, without needing a massive budget or a huge team. Remember the story of the postcard versus the tome – focus on what truly matters to your audience.