The 5 essential letters of great marketing

May 03, 20244 min read

The 5 essential letters of great marketing.

All it takes is for you to look at an aspect of business in a new light. Then everything changes. For years your business lens has been fogged. But that is all about to change.

After reading this article, you’ll know exactly how to never fail a sale again. It sounds bizarre and scammy but stay with me.

You’ll learn a crucial principle that can make or break even a 7-figure business.

Let’s dive in…

It is no secret that everybody wants more clients. And businesses want their perfect customer more than anything.

The age-old question is how do you get the perfect customer? Many people will beat around the bush with this question. Simply because they don’t know themselves.

That’s the issue right there. Most people go about it the wrong way. They are obsessed with what they want or what they need.

Guess what?

Everyone cares about themselves.

The reality of life is that you are the number one priority of your life. And why wouldn’t you be? If you aren’t looking out for yourself then life isn’t going to be anywhere near as fun.


How to change your business lens.

Take this scenario.

A person comes to you asking for money for an idea they have. Throughout their ‘pitch’ to you, they keep saying “I want” or “I need”.

Immediately your thought process goes to “I’m not giving this person any money!”.

Why would you? Even if they were a close friend or family.

The reason for this. Because they are being selfish in their approach to the situation. Not necessarily on purpose. Yet selfish, nonetheless.

The concept is self-evident. Why would you give money (or your time/effort/resources) to someone if there was no clear return on investment?

It is as the proverb says, “as you sow, so shall you reap”. First you must do the sowing, then you can do the reaping. Without getting off topic, this is the law of reciprocity.

When you do something for someone. They will want to reciprocate and do something for you. It’s normal human behaviour. It is how we are all hardwired since the dawn of time.


The only radio station you need for business.

Business is all about listening.

You need to listen to the market. You need to listen to your results. You need to listen to your customers.

There is a reason why you have two ears and one mouth.

But when it is your turn to be listened to. Make sure that people are tuning in.

Tell people why it is a good idea for them to give you their hard-earned money.

Why should someone invest in your product or service?

If you cannot figure that out. How do you expect someone else to come to that conclusion?

Remember, there should be more than just one good reason to invest. And there definitely should be more good than bad reasons – ideally no bad reasons.

So what station are your customers listening to?


When anyone is being presented with an idea, this is what their mind is listening to. It is what you need to be thinking of as the business owner. You should be playing this all the time.

You need to tune to What’s In It For Me.

If customers don’t see what they are getting for their money. Or not seeing that their money is going far enough. They won’t be tuning back in to your station for much longer.


Implementing these 5 essential marketing letters.

It is not uncommon that once you hear these 5 letters that you become unsure of how to implement them into your marketing message.

One trick is to slightly change the 5 letters.


This will shift your mindset to think of the issue from the customers perspective. What’s In It For Them.

You need to focus on your customer.

The easiest way to do this is to use the word ‘you’. You can say: “this helps you…” or “you will get xyz” or “you will be…” etc. The list goes on and on.

Using this word helps to make your product or service their ‘why’. The reason they say “this is why I need this”.

People buy for the benefits, not the features. Features are a bonus and should be mentioned to highlight the benefits. It should help them get the ‘job’ done. The good news is you have been helping people get the ‘job’ done already.

You must think back to why people bought. Have you got feedback from people which can help you better understand the whys? And just as importantly, the why nots.


Let us worry about how your prospective clients perceive your product or service. You worry about what you do best.

Get in touch today for a free marketing consultation:

Contact us today for your FREE Marketing Audit!

Back to Blog

Want More Ways to Help Your Business?

Where else to find us: