Archive for December, 2009


Crafting Your Marketing Message

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As part of our 101 marketing strategies I talked about the 3 M’s of marketing in an earlier blog (click to view), I mentioned that you must start with the Market, then craft the message, and then determine the correct medium through which you want to deliver your message. The 2nd of the 3 M’s is ‘Message’. How do you craft a good message?

The crafting of a good message is a big challenge, and you should be patient, work on it consistently (it’s can be an ever changing thing, until you get it so perfect that everyone is completely clear on what you stand for and what you offer) and test constantly. I once heard a fellow marketer say that when he was working on a headline (a type of message) he would sometimes write more than 200, then spend upwards of 6 hours narrowing things down, pin-pointing and clarifying until he got down to a handful he could begin to test. It seems to me that many small business owners and entrepreneurs think they should be able to just spout out a catch phrase and have it be as effective as one of the greatest ever created – Domino’s “30 minutes… or it’s free” marketing message.

It takes time, experience and study to create an irresistible message. Look around you, watch what pulls you in, study the language of sales, and try out different messages, headlines, offers etc. Test them and see which ones work with your target market, then tweak it and test it again to see what makes it better. The art of marketing is just that, an art. The market is always changing, so it makes sense to keep things fluid – and if you hit that magical message that says it just right, then get it out there into the world – promote, promote, promote! Make it known in your local community, then your city, your state, your country and eventually the world.

Click for more information on crafting an irresistible marketing message.

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Holiday Images from Around NYC Dec 2009

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Holiday Images of NYC 2009

Here are some images of holiday decorations that  took wandering around the city this December.

I want to wish you all a wonderful holiday season – whether you celebrate Hanukkah, Christmas, Kwanzaa or something completely different. And, I wish you an amazing New Year – may 2010 bring you joy, excitement, wonderful good health and a life full of love.

Happy Holidays!

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Customized Marketing Solutions for Entrepreneurs

I am in the process of conducting a survey for small bussiness owners and entrepreneurs (you can take it here if you like:

The answers to one specific question are very telling, in my opinion. It seems to me that most entrepreneurs and small business owners think they know their market – most of the ones that I know personally believe they do (until I start asking more questions…).  In fact, the survey results show a very large number (almost 98%!!) believe they know exactly who their target market is. I would venture to say that if that is the case, then all of these businesses would be very successful. Now, I know some of them are, but from some of the ‘data entry’ areas in the survey I know that not all of them are.

What does that mean?

It means that the foundation of the entire marketing plan for these entrepreneurs is faulty. If you don’t start with a clear picture of exactly WHO you want to reach, then as you structure your message and choose your medium you won’t have any idea if you will reach your target client or customer. Imagine if you are a ladies shoe company, and you decide to market to anyone who wears shoes. Do you think that a large portion of your marketing dollars will be wasted? It’s an over-simplified example, but it’s representative of how most entrepreneurs and small business owners approach their marketing.

Start at the beginning – get to know your market! Want to know more about how to do that? Click here for information on our upcoming free teleseminar on 3 deadly marketing mistakes that can cost you thousands, getting clear on your market – and you can even ask me a question.

entrepreneur thinking - 101 marketing strategies

Part of the basis 101 Marketing Strategies (101 meaning beginning level) includes the three M’s of Marketing. I’m sure I will come back and touch on this again and again (and just did a video to supplement it, but haven’t finished editing it yet…) as it is the basis of everything in marketing.

The three M’s are:

  1. Market
  2. Message
  3. Medium

And, in that order. It is a very common error for many entrepreneurs and small business people to start with the wrong ‘M’ – often they start with Medium, because it’s easier or they are desperate to get started and get some money rolling. The problem with that is, it rarely, if ever works.

With practice identifying your market and developing a clear message that speaks loudly and directly to that market is not that hard, but when you are first starting out, that can be very challenging. And, once you do define the market and get a clear message, it sometimes takes a lot of effort to make the changes in your marketing to reflect this new information and discipline yourself to only reaching for that target market and staying true to the specific message.  Start at the beginning and then stick to the basics, you’ll be really glad you did.


The Most Important Image Ever Taken

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This puts things into perspective… and hopefully brings some inspiration for the weekend. :-)

I hope it makes your spirit soar as much as it does mine. For some people something like this can make them feel small or unimportant. For others, it can make them feel incredibly important. There is all this, and yet here we am. We must be valuable and important if we exist in all of this, choosing in each moment to live our passions, embrace our lives to the fullest and contribute what we can in any way that we can.


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