1. Get clear about who your customer is.
2. Decide what your marketing message to them is.
3. Figure out what channels will reach your customers.
4. Send your message down your primary marketing channel.
5. Send your message down your secondary marketing channel.
6. Send your message down your tertiary marketing channel.
7. Send your message down … well, you get the picture.
Easy, huh? So why do people decide on their marketing message without knowing who their customer is? Or spend money on channels that their customers don’t use, like using newspaper ads to reach teenagers? Or create a website with one message, a brochure with another, an e-shot with yet another one, depending on what catches their fancy at the time?
A dull message properly targeted and consistently delivered beats brilliant messages randomly delivered every time.