Everyone wants the “big secret” to marketing.
One person will say it’s video.
Another mastering Google.
Yet another will say copywriting… or content… or salesmanship… or podcasting… or social media… or email… or blogs… or… whatever the new fad of the week is.
Well, here’s the real secret:
There IS no secret.
Actually, I take that back.
There is a secret… but it’s only a secret to people always looking for secrets, because to the rest of us it’s not a secret, but is often packaged up as a secret in the secret goo-roo courses since so few people understand it, and thus it still seems like a secret.
So anyway, here’s the secret of all secrets:
The message to market match.
That’s it.
Match the right message to the right prospect (and at the right time) and you will win this crazy game we call marketing.
And it won’t matter what “media” use, either.
Or how killer your ad is.
Or how much you know about technology.
In fact, imagine this:
There are two marketers slugging it out in the market. One has all the high technology, video, connections, JV partners, money to spend on advertising, the whole sha-bang… but his message is about as appealing as a dead carp to his market. And the other has the message to market match down PAT… but his tools are just a notebook and a ballpoint pen (and maybe a library with Internet access).
Who do you think would win?
And who would you bet your green stuff on?
It’s really no contest, is it?
The message to market guy would hand a severe whoopin’ to the fancy pants guy every time.
Anyway, the point is marketing is not magic.
It’s not “voodoo”, either.
Heck, it ain’t even a card trick.
It’s just solid fundamentals.
He (or she) with the best fundamentals wins.
Ben Settle
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