If you would like to know the 7 key elements you must have ‘right’ for marketing success, here is the simplest equation you need to know.
There are probably hundreds of definitions of what marketing is. This one, for example is a good average: “the action of promoting and selling products or services, including market research and advertising”.
I think we all understand that marketing basically means promoting something to someone in order to get them to buy it.
But this definition alone doesn’t help anyone who doesn’t know how to do marketing, to actually do it and do it well.
So, I’ve come up with a very simple equation (simple but not easy) that explains the 7 parts that you need to do well (or get ‘right’) in order for your marketing to be successful.
NB: I say ‘right’ but of course there is never just one way or one correct way of doing something. When I say right, I mean right for you and your business, I mean right, because it works.
Marketing is simply being the right person, in the right place, getting in front of the right people with the right message and the right offering, at the right price and at the right time.
Let’s break it down:
#1 The Right Person
This means that you, your background, your talents, skills, experience, values, story and why resonate and connect with the people you’re helping (your clients). You won’t be for everyone and it’s better to be a bit Marmite (people love you or hate you) than vanilla (ie so bland you’re boring).
Now, this doesn’t mean you have to be perfect, super successful in your field, the most qualified person or a size 10. It’s more about being real and authentic and letting your personality shine through so people get to know you and you can build the ‘know, like and trust’ factor with your audience.
It’s about sharing your backstory, your struggles, your experiences, your funny stories, the results you get, your passion and to demonstrate your expertise/knowledge/talents by sharing valuable content with your audience.
Remember the phrase ‘people buy people’!
#2 The Right Place(s)
This means being in the right places so your ideal clients actually see you and your message.
Your potential clients may not yet be searching for you or your services (see more on this in #7), so it’s up to you to get in front of them. You do that by understanding your ideal client (see no #3) and then figuring out where they are. This may be online or in real life (IRL as the kids call it).
You need to do your research and discover where they are; such as which social media platforms they are on, which events, cafes and shops etc they go to, which magazines, papers, blogs and books they read, what podcasts they listen to, what hashtags and people/businesses they follow on social media, what Facebook groups they’re in, what videos they watch and a whole lot more!
Then you need to think about how you can get yourself in front of them, meet them or be seen by them.
#3 The Right People
This is about truly understanding your ideal clients. Knowing who is ideal for you because they want/need your service, are willing to pay for it and that you would enjoy working with them is key in this successful marketing equation.
Most people will only prioritise (and pay for) help to either solve a specific problem/get out of pain (eg get rid of their lower back pain) or help to achieve a specific goal (eg getting pregnant). What you do may be a combination but usually, it will err towards one or the other.
Get clear on who you help.
Get clear on exactly what you’re helping them with and how.
Get clear on why your specific methods, modalities or process work and are better than other people’s.
Get clear on why they’ve not managed to figure this out on their own yet or why what they’re doing currently isn’t working.
Which moves us on to number 4 perfectly.
#4 The Right Message
This means using the right words (and to an extent using the right images and branding) that resonate with your ideal clients because they are relevant to them and they are impactful.
Having the right message is vital and something I hear and see a lot of people struggling with. This is more than just explaining what you do or what will happen at your workshop.
The right message is about how to frame and position what you do and how you do it plus explain what results your ideal clients can expect. The more closely this matches their situation, feelings, thoughts as well as their problem or goal, the better.
The right message is authentic and compelling, it touches the right buttons and helps your ideal clients feel heard and understood exactly where they are (check out this previous blog on using empathy in your marketing), it shows them why they’re struggling and not getting the results they want AND it shows them the solution or the way out. You!
Building up a clear message is multi-faceted and can be communicated in many different ways across all of your marketing. It’s not just one sentence like your answer to the question “what do you do?”
#5 The Right Offering
This means having the right products, services, packages and/or events that your ideal clients want and need, delivered in the way that works best for them.
It’s so easy to create offerings in the way we ourselves want to deliver them ie an online course (because it’s easier than finding a venue) but what if your ideal clients would rather be in person because your topic is emotional and they crave community and hugs after a good cry? You may not get people buying your offering because it’s not quite right.
The only way to find out if you have the right offerings is to validate them and by that, I mean to test the market and see what feedback you get.
You can test the market with a free offering that is a small slice of your paid offering or you can ask your audience what exactly they want help with or want to achieve, then create your products and services based on their answers or the results you get for the free offering.
#6 The Right Price
Your pricing is one of the parameters that positions you/your business in the marketplace and is both an art and a science, so it can be a tricky thing to get right.
Women who offer a service that makes a positive difference such as coaches and wellbeing practitioners particularly can often really struggle with how to price their offerings and usually price themselves under where they should be.
Pricing can bring up a lot of fear (will I be judged?), trigger your shadows (like you not wanting to be seen as arrogant or superior) and cause you to question how much you are worth (can I really charge that, what if I’m not good enough?).
It’s hard to put a price on something so intangible as coaching and it also takes some experimentation to find the price that works for you, your business and that your ideal clients are happy to pay. Your pricing also needs to match your positioning, branding, expertise, experience and the results you get for your clients.
Whatever you charge, getting the pricing right for you and your audience is key or you may end up with no clients or clients that are less than ideal.
#7 The Right Time
This is about knowing where your ideal clients are on their ‘buying journey’ and tailoring your marketing to speak to them. Are they aware of the possible solutions or not even fully aware of the problem they have?
This links to number 4 and having the right message as depending where they are on their buying journey, slightly different messages are going to resonate.
For example, if someone isn’t even aware of the problem they have such as, they are burning out due to stress and exhaustion but they think they are fine because it’s the norm for them, they think they’re just putting on weight and not sleeping properly. Then talking about the solutions for burnout in your marketing isn’t going to connect with them. Talking about the symptoms of burnout would, so you could do both.
Helping them understand their issue can help take them to the next stage in the buyer journey, where they are more ready to invest.
People have to be ready to buy and often that is when they are getting close to rock bottom or at least getting to the point of discomfort that pushes them to take action – this is particularly true when they want to move away from pain.
For those wanting to achieve a goal, people generally won’t buy if their level of commitment and priority to achieving the result (out of ten) is say, only a 6 or less. If they are truly committed and it’s currently a priority (ie it’s a 7 or above), they will be more ready to pay to get your help.
And that’s it, my Marketing Success Equation.
Simple but not easy right!? That’s quite a lot of variables to get ‘right’.
Remember, you can’t be all things to all people, you can’t be everywhere at once and you can’t appeal to everyone at the same time. It just doesn’t work.
The more you can define, tweak, test and improve these 7 variables for your business, the easier and more effective your marketing will be.
Obviously, this is just an overview of each part of the marketing success equation, but I hope that’s been useful.
If you would like some help in identifying which variables are not working for you or know you need some help in getting each one closer to ‘rightness’ then book a FREE discovery call in with me here.
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