Motives

Why are you marketing? 

Some businesses spend time and money on marketing because they think that’s just what you need to do. I hope you are marketing for one reason: to make more money. End of story. If your marketing is not making you money, your marketing stinks.

Media

Which media is best?

These days, most businesses are in love with only online media. Yes, online media works. But there are four media every business should use: personal, direct, mass and online. If you are putting all your marketing dollars into only one media, your marketing stinks. 

Markets

Who are your ideal customers?

You have only three markets: customers, prospects, and suspects. A customer is someone who bought from you; a prospect is someone who has contacted you; and a suspect is someone who should buy from you but knows nothing about you. If you do not know your three markets, your marketing stinks.

Measurement

How do you know if your marketing is working or not? 

Measure everything. Of course, you can measure page views, unique visitors, email opens, bounce rates, social media shares, etc. But the one thing you should be asking is: did this media lead to a sale? If you cannot measure your marketing—and if it does not directly lead to a sale—your marketing stinks.

Messages

What is your WIIFM message? 

WIIFM means what’s in it for me? That is the only thing your three markets care about. Sorry, but they do not care about your business; they care about themselves. If your marketing is more focused on you more than the customer, your marketing stinks. 

Maps

How simple and doable is your marketing? 

You ought to have a simple marketing map for each market. If you cannot describe your marketing plan on the back of a napkin, your marketing stinks. 

Selected Clients

Whoever we work for, big or small, we use the same basic principles of finding your market and making you money. Here are a few clients: