M5 – What to Expect from Marketing

On this week’s M5 I want to discuss marketing expectations.

Marketing is a powerful force. It’s the growth engine of a business.

But you have to be clear about what marketing can and cannot do.

A good marketing campaign is capable of bringing in returns of 1,400% or more. . . [Read more…]

M5 – Unique Selling Proposition

Your Unique Selling Proposition (USP) is the most important part of your strategic marketing plan for your business. Your USP, tells your story and lets prospects know why they should do business with you versus all other options available to them, including doing nothing.

Business is simple. If you make a product that people want and need and are begging for, then, you will be successful. [Read more…]

Ted Sarandos of Netflix Gave Sage Advice for Business Owners

Scott Eells/Bloomberg

Scott Eells/Bloomberg

I just watched Ted Sarandos, Chief Content Officer, of Netflix on Bloomberg’s show Bloomberg West.

Ted spoke about the movie industry and how he sees things changing. He said that we all have to agree that consumers want more now. In the movie industry, the theaters are the distribution channel. That puts the DVD sales, and enjoyment of the movie on a mass scale off until after the DVD comes out.

He outlined two models for businesses in the future, which is exactly what Peter Drucker preached 20 years ago: 1) Force consumers to go through hoops to purchase and enjoy the products or services, or 2) Make the business about bringing the products and services to consumers when and where they want it most.
[Read more…]

M5 – Headlines

If you want to grow your business, the first thing you have to do is define your USP. That will give you the benefits and the promises you will use as content to sell your products and services.

The most important part of that content is headlines. Headlines are essential to your marketing. Flowing from your Unique Selling Proposition, a headline must be used in all of your marketing collateral.

You should design your headlines to interrupt and engage your target market, then make a promise and show them the benefit of purchasing and using your product or services.

This episode gives an example and explains the use of headlines in your marketing.

If you have any questions, feel free to contact us, or email Michael at mmiller@mindwhirl.com.

M5 – Target Markets and Market Segments

Effective marketing, the kind that makes money, requires you to not only pick a target market, but to also segment that market.


Because each segment usually needs a different message in order to entice them to buy.

In this M5, Michael discusses the advanced segmenting information that while seemingly obvious, isn’t utilized by most businesses.

Once you know and apply this information, you will get better results from your campaigns.

It’s not just about how you choose your Target Market and your Market Segments. It’s the sub-segments of each segment as well. Each segment has three sub-segments: future customers (prospects), existing customers, and past customers. Each of these segments will need a different message in order to entice them to buy, or buy again, from you.

When you understand this, it becomes obvious that prospects and existing customers will need slightly different marketing messages. Not completely different, but messages tailored to their status. Those messages could have different offers, but they should at least speak to the level of relationship your company has with them.

If you would like more information on target markets and market segments, give us a call, or shoot us an email.

What Do You Think?

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