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Brian shares some thoughts about Market, Message and Media, to think about before you put out a Lead Generation Video.
Tag: Market Message Media
Message Matters Most
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Video 279
Does Message really matter most? We give Brian one minute to tell us why.
Where’s the Best Place to Advertise?
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Where is the best place to advertise?
Hi I’m Brian Pombo welcome back to Grants Pass Oregon here in the Blank Office? I don’t even know what to call it yet because there’s nothing here. It’s just me and you.
So today we’re going to be talking about where you would advertise if you were looking to advertise because it’s a common question I get is where should I advertise?
Where’s the best place?
What’s the best bang for your buck right now?
It’s the wrong question. It’s not the right question, but we’re going to answer it one way or the other today because it all has to do with the three ways. Sorry, it’s backwards to me. So it’s tough for me to figure out where to hold things. The three main areas you’ve got to know about your marketing.
Who are you talking about in your market?
And we’ve talked about these on the last couple of videos that we’ve put together. Your message, which is your what.
What are you wanting them to do?
What are you trying to tell them to do?
What are you encouraging them to do?
Purchase, buy, whatever. What is your message and then media when and where are you going to deliver the right message to the right people?
If you don’t have these fully fleshed out, it’s really difficult to know who, where and when to contact, who about what. If you know who you’re talking to but you don’t know what you want to tell them to do, that’ll mess up the media concept. If you know what you want people to do but you don’t have it defined exactly who that is on who you want to do that. If you think it’s for everybody, if you have one of these everybody products or services, it’s good for everybody.
I know that’s what everybody says and if it’s good for everybody, it’s good for nobody because it has to be defined. If it’s not defined, you’re going to have a very difficult time and if it truly is something that is for everybody.
If it’s something that everybody wants and everybody’s going to be willing to buy, purchase, or get involved with it, then it doesn’t matter what the media is and it doesn’t matter what they’re charging. But if you know these two things, you’re going to know this one thing a lot better and we’re going to go a little more in depth onto what you’re going to be looking for in terms of that in just a second.
If you’re a business owner or an executive that’s in the self-reliance field, you’re someone I’d like to talk to. Go to DreamBizChat.com. There’s an eight and a half minute video where I explained the dream business transformation, a completely free situation.
You’d get to chat with me and I’ll be able to flesh out exactly what your dream business scenario would look like and what it would take to get there. I’m not fishing for clients or anything of that sort. I really not sure if I have room in my schedule for anybody new, but I’d like to find out more about what you do and what you’re looking for in the next five to 10 years from your business. Go to DreamBizChat.com that’s what I get out of it.
Let me show you what you’re going to get out of it. Go to DreamBizChat.com if you qualify then we’ll get a chance to talk. So back to advertising.
What’s the best form of advertising?
It all depends. If you know who you’re looking for, if you’re looking for a particular age person, if you’re looking for somebody that’s either online or not online savvy, if you’re looking for, you know, as you define the market, then you know what your message is.
You know what you’re wanting them to do. You’re wanting them to go to a website and download something to give them, give you their email address or something of that sort.
Or you want them to go to Walmart and purchase your product or you want them to come directly to your page and check out all of your products, whatever your message is to this market that will help you really have to define where you shouldn’t be advertising first.
Where are all the different places that you should not? What are all the different forms of media and I mean everything you’ve got to. Do you have a product and a market, a message, and a market that would allow you to put people on street corners waving signs? No. Okay. That’s one less thing to think about, you know, but if you’re, if you have a local based business, that might be something you want to think about.
Even if no one else in your entire industry does that, especially if no one else in your entire industry does it. That’s something to keep in mind about which media to choose.
Are you competing with other people in that same space?
Is it worth competing with other people in that same space?
How else are you differentiating yourself?
All these things have to be kept into mind and your budget has to be kept into mind of how much are you actually looking to spend over what period of time and how long are you willing to work with it.
So for example, let’s say you’ve never done a Facebook ad if you want it, but you’d like to try out Facebook advertising. You believe your market’s on Facebook, you believe that you can get the direct message to them there. So you’re looking into Facebook advertising.
You’re not necessarily going to find the ideal way to use Facebook advertising overnight and I don’t care who’s promising that to you.
It’s going to take time for you to really tool that out, to find the exact step-by-step message and to actually dig in and find your direct market. It’s going to take time to do that in Facebook. Do you have the time and money to figure that out, to finagle that together?
These are all the questions you’ve got to ask.
There’s more questions when you start. We started getting into specifics. That’s when you’ll know whether that’s going to be a good place for you, but you have to know the right questions to ask. Get involved.
If you don’t have a marketing team that’s asking these questions, if you don’t have someone on your side that understands business from the business owner, from the executive point of view, then you’re going to need to talk to somebody who does go and find someone who does.
If you don’t trust me, go and find someone you do trust.
If you’ve enjoyed these conversations, these questions in your mind and you want to flesh it out, bounce it back and forth with somebody. Go to DreamBizChat.com or if you’re outside of the self-reliance field, meaning you don’t have products and services that help people to become more self reliant, you don’t think you fit within that space.
Then go to BrianJPombo.com I have a couple opportunities where you can speak to me one on one. You could even pay directly for a full hour. $600 and up to be able to speak to me, but it’ll be worth your money.
Go check that out. In the meantime, tomorrow we’re going to be discussing a, a concept of storytelling in your marketing, in all forms of marketing.
I’m not just talking directly with advertising. You may be doing free marketing on social media, some things of that sort of things that are time based marketing.
If you’re interested in those types of things, come back tomorrow because we’re going to be talking all about the story and what that means to you. And I’m gonna relate back a very specific story that I just saw on YouTube yesterday.
So come on back and in the meantime, get out there and let the magic happen.
Number 1 Thing Everyone Forgets in Advertising
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I’m Brian Pombo welcome back to Grants Pass Oregon. We are currently not in the Orange Office. We are in the new studio office out of the new headquarters for BrianJPombo.com.
It’s all about the WHO. Who are you trying to reach?
Second, we want to talk about the message.
What do you want them to do?
What are you trying to get them to do?
What are you trying to get across to them?
What are you encouraging them to do?
That’s what the message is all about and that’s what we’re going to talk about today. What’s the number one thing that people forget when they are discussing the message, when they’re putting their message out there? The number one thing they forget when it comes to advertising is they forget to make an offer.
They forget to make a very clear offer. We’ve discussed this before here at Brian J. Pombo Live, but we have to make very clear, you must have an offer, not just any offer, but I’ve always liked the term irresistible offer.
You have to have something that is so irresistible to that target market, whoever they may be. If you’ve got a very clear idea of who you’re trying to reach, the next step is to offer them something that’s a no brainer.
That’s so simple. It’s why wouldn’t they go work for it? That’s the whole idea. It’s gotta be a nice, easy first step for them to be able to take them along your process. It may be something for free. You see this a lot online that people offer something for free and there’s a reason it’s to get that first initial step going.
Once you got that initial step going, you can go further beyond that afterwards, but you’ve got to start somewhere. You have to have that initial irresistible offer in your advertising and your marketing.
Whatever you’re putting out there, it’s gotta be simple.
We’ve got Joe watching here. I know Joe, he’s the owner of a wine company and they will go out and give samples of wine. Well, what’s easier than taking a sample of wine? It’s just there. It’s a WHO’s going to say no unless you don’t like wine and you’re not the market.
So they’re out in grocery stores, in other places, offering people a taste of their wine to dry and get them hooked to get them to try to buy a bottle. It’s that irresistible offer.
How easy can you make it for your target market to take that first step?
That’s what the message, it’s a very interesting thing that most people go and watch a bunch of commercials. Go and watch a commercial on Youtube. Go and watch a commercial on TV. Go and listen to a commercial on the radio.
How many of them are making an offer or saying, if you do this, we’ll do that. If you give us this much money, we’ll give you this thing over here. Most of the time they’re not even making an offer. They’re just telling you about the brand name. They’re telling you about something that they are doing. They’re just putting it out there.
There’s no clear offer.
Now, big companies can get away with doing this and they do all the time because they’re already out there. They’re already known. They’re just reminding you that they exist and they can afford to waste a whole lot of money.
If your a smaller end company, if you’re anywhere under $50 million a year, you got to pay attention to your advertising. You’ve got to pay very close attention to what you’re putting out there and you want to make it all work for you.
There’s no reason to be spending money and spending time and effort on advertising if it’s not working for you. Gotta have an offer. Got to have that irresistible offer.
That message has to be clear and it has to match your market. Whoever you’re going after the WHO. This is why we go and figure out the WHO first, whoever that is.
Talk directly to them. Don’t just say what you think about your product or service. Don’t just go over features.
Discuss the end benefit to this person.
What is their end benefit?
What are they going to walk away with?
What is the feeling they’re going to have after using your product, after using your service?
What do they walk away with?
What is the true in benefit?
What is the emotional satisfaction that they’re getting off of it?
These are important things to be able to get a person to take the next step. Think really hard about your message.
Your message is the what?
What do I want them to do?
It doesn’t matter if you’re a business, doesn’t matter if you’re an organization. We’re all trying to get other people to do the things we want them to do and if you pay attention to this process tomorrow, we’re going to go over how these two things then decide the media.
Then it tells you where and when you need to be delivering this message to your particular market. We’re going to go over that tomorrow. If you are a business owner or an executive in the self-reliance space, meaning you have products and services that encourage people to become more self-reliant, you’re someone I’d like to talk to.
Go to DreamBizChat.com the link is in the description. Go and check it out. There’s a quick video there. I love to hear what you think. Go and check it out. That’s an offer. It’s just a simple one that’s completely free.
Even when I’m offering on that page is completely free to you if you qualify, so go check it out.
Tomorrow we’re going to be talking about media. Get out there and let the magic happen.
What You Need To Know About Your Customer
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What do you need to know about your customers? Hi I’m Brian Pombo welcome back to the Orange Office here in Grants Pass Oregon. I don’t know why I do this. Every time I’ve re-adjust myself, nearly every single time we sit down and I introduced myself, I re-adjust myself in my chair. It’s just a little weird thing that I do.
So welcome back. Today, it’s going to hit you hard if you’re a business owner of any type or if you’re an executive in a business and you really take what I have to tell you today to heart, we’re going to discuss marketing. I know marketing, it scares the bejesus out of anybody that doesn’t like talking about marketing or doesn’t like dealing with people that deal in marketing.
There’s a reason why it bothers you so much and if it doesn’t bother you, I’d love to hear what you think about what I have to say today.
I’ve got this water sitting in the background. What I want to talk with you about is this concept that I’ve brought up before, which are the three main steps behind marketing. And they are Market, Message, Media.
In other words, starting out with your who, your end market, your customer, your clientele.
Who is your market?
Who’s going to be buying from you?
What’s the message, what do you want to tell them?
What do you want them to do?
What is your message to them?
And then going to the where and when the media end of things. Where and when are you going to deliver the message to who? Starting up here and going the opposite direction. It’s the opposite of what most people do. Most people start down here, they say, “we’ve got to have Facebook ads.” Okay, what are we gonna do about it?
And then they start thinking about their message in their market and everything. After they start out with a product, they start out somewhere in the message area with a product or a service and then they go, “well, okay, where are we going to talk about this and everything?”
And they cut out the most important thing, which is the WHO, the human being.
On the other end of the purchase is who you should be thinking about most often. Today we’re going to be talking about the WHO, your customer, what do you need to know about them that you either don’t know right now or haven’t thought about hard enough that will make everything else that you do in marketing so much more simple.
The people who you work with, either a marketing firm that you’ve hired, advertising firm that you’ve hired, your marketing team that are in house.
Oftentimes if they are talking about marketing and it confuses you, then they don’t know what they’re talking about. Marketing should not be a confusing thing. Marketing is a simple thing. It’s as simple as this as who, what, where, and when. That’s what marketing is.
All it is is the communication of a message. And this does doesn’t only refer to business either, but if any of this is making sense to you, and I’m going to go a little bit more into the who as we go along here.
But if any of this makes sense to you and you happen to be in the self-reliance field, meaning you have products and services that help people become more self reliant, you’re someone I’d love to talk to. Go to DreamBizChat.com, the link is in the description. If you go to DreamBizChat.com there’s a video there, eight and a half minutes long.
Go and watch it. Tell me what you think. If you’re interested in what I’m offering there, it’s free and what I’m offering is free. Then fill out the application and see if you qualify for the free chat with me. DreamBizChat.com.
Now back to the concept of the market, the WHO, who you’re going after. When I first heard this, it made perfect sense to me. It made sense and I was also irritated and sad that I hadn’t spent enough time focusing on the WHO and so you want to think about the demographics.
It might be common thing so you know where they live. How old are they? Are they male, female?
What are all the things surrounding this person in specifics and then you want to focus on the psychographics, which are, what is there a thought process that’s leading them to the point of being an ideal customer for you?
What are they thinking?
Where are they coming from?
A great book out there, it’s a nice little short book called Magnetic Marketing by Dan Kennedy. This is a relatively new book. It’s based off of the concepts that he’s always talked about and he’s talked about in many books, but this is a nice simple read if you’re just looking for a primer on a direct response based marketing and so forth.
In here he talks about Market, Message, Media and he discusses questions you need to ask yourself about your market.
Here’s some great ones.
“What keeps them awake at night, staring at the ceiling, unable to fall asleep as it relates to your product or service.”
That right there is powerful question.
What’s keeping them awake at night that you can help them with?
What are they frustrated about?
What is causing them pain right now as it relates to your product or service?
What is the single biggest problem that you can solve for them?
What do they secretly privately desire most?
Those are some good psychographic questions that you need to be asking. You need to ask where are they at? What area of the world do they live in? Where don’t they live? You know, what are they thinking? What’s going to lead them to not only purchase from you once, but twice or multiple times?
Depending on what your product and surface are is how is that different and you want to think about who is not your market. That’ll be helpful because it helps you to determine how the rest of your marketing goes along.
These are the questions you need to be asking. Who is this person you could go by if you already have clients and customers, who’s your favorite, who’s the best? What would make them even better?
And then you can take it backwards from there. If you’re starting from scratch, even if you don’t have a product or service yet, if you can find a market that wants something that you can help them get it, that’s the secret behind all good business.
It’s as simple as that. Don’t complicate it. Tomorrow we’re going to be talking about message, the what and a huge piece of the message that most of us miss, especially in our marketing, especially in our advertising.
You’re not going to want to miss it. We’ll see you tomorrow. Have a great night and get out there and let the magic happen.