June 20, 2017

The Marketing Litmus Test: Part 2

If you missed question 1 in the Marketing Strategy Litmus Test, you can find it here.

Litmus Test No.2 is about the second most neglected of marketing topics: your story.

2. In pursuing a particular marketing strategy, are you 100% clear on your message?

To come up with a ‘yes’ answer to this question, you must address three things:

  • Do you understand what parts of your story you need to tell?
  • Do you understand how to link your story to a compelling sales message?
  • Do you truly understand the problem your customers are trying to solve? Do you feel emotionally comfortable getting under their skin?

Like Litmus Test No.1, this may seem like an obvious question to ask. After all, you’re experienced at what you do. You understand your market, and your customers. So why wouldn’t you understand your message?

The trouble is, there are thousands of ways you could present your message. There are different points you could focus on. And once you start telling stories rather than only talking about features, the possibilities are endless.

Most people do not consider this until it’s too late.

If you’ve ever created a Google AdWords campaign, you may be familiar with this problem. You create your campaign settings. You add your (carefully selected) keywords. And then, as an afterthought, you create your ads.

For most people, the order of proceedings is:

Select marketing strategy > select audience > choose message.

When in fact the correct sequence should be:

Select audience > choose message > select marketing strategy.

All technical considerations should be considered as late as possible, not as the starting consideration. Google, Facebook and LinkedIn are not your buddy. These platforms couldn’t care less whether your business thrives or dies.

They will always take your money. They will always encourage you to start by thinking about technical platform considerations.

They will never suggest that an alternative platform might be a better option. Which is the conclusion you might arrive at, once you’ve thought about your audience and your message in a sophisticated way.

To reiterate, Litmus Test No.2 is:

2. In pursuing a particular marketing strategy, are you 100% clear on your message?

If you need help with this, read the information here.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.