You Cannot Have Good Marketing Without Implementing the 3M’s

It’s easy to spot bad marketing.

We see a lot of ads, and you can instantly tell if one doesn’t do the job.

Most big companies who run ads on TV and social media have lost the plot with their ads.

One minute someone’s driving in the city. Then they are digging a hole in a desert. Before a screen with a perfume bottle appears…

These ads make no sense. They don’t try to sell what the company offers.

Question is, could you make a better ad?

Even if you had the big budgets that these companies do, you’re unlikely to make a better ad. This isn’t your fault. You’ve been brainwashed into thinking what an ad should look like.

I once thought the same. Now give me a fraction (or none) of these big companies’ budgets, and I can make something better.

Good news, it’s straightforward to implement.

What Is Good Marketing

There are countless examples of good marketing out there.

How do you spot them?

As a consumer, if you’ve purchased something through an ad. It’s safe to say it’s good.

There are some key characteristics with these ads.

They focus on a couple of core elements.

They’re straight to the point and don’t cause confusion. It is clear what the ad is about.

If you follow this framework your ad will work in every business, niche, and location. Even on other planets – presuming they run ads in space?

These 3 M’s of marketing are as follows:

1.      Message

2.      Market

3.      Medium

What Are You Supposed To Say In Your Marketing? (The First M)

Most businesses fall for the same trap of repeating the message their competitors are saying, because “if it works for them, why not for us?”

The problem is everyone sounds the same. There can only be so many businesses who are ‘the best’. Being ‘the best’ isn’t enough.

Instead, your focus should be on portraying a clear, powerful, and persuasive message.

You need something that cuts through the clutter.

It isn’t 1974 where you only see ads once in a blue moon. There are ads everywhere, you cannot be boring.

Don’t be super extravagant and over the top.

Just tell people what you offer and where you offer it. For example, to attract homeowners in a location you would say “homeowners in [location]”.

Who Do You Say Your Message To? (The Second M)

There are biases for all products and services.

You should have an idea of who your product or service is more suited towards.

Your message isn’t applicable to everyone. You’re not a big perfume brand, fast food chain, or cleaning product company.

You need to disregard as many people as possible.

The more fine-tuned your audience, the more success you will have.

Would you rather send your message 1 time to 100,000 people who might be interested in what you sell? Or 20 times to 5,000 people who have some level of interest?

You need to gear your message towards those who are most likely to buy.

You don’t have to know this exactly. You just need a rough inclination. You can always tweak your audience.

How Do You Get Your Message To Your Market? (The Third And Final M)

How do you reach these people with your message?

Through a medium.

In the past this was a tremendously difficult task.

You’d need to buy a list of names to send to. It was a time-consuming and expensive process.

With the advent of social media, it has never been easier to reach your target audience.

The social media medium does all the hard work for you. Simply input the type of people you want to reach. Then with a click of a button your message is delivered to them.

How You Put All The M’s Together

The best way to demonstrate the 3M’s being used in unison is with an example:

Let’s say you have a Michelin Star restaurant. It is a high-class establishment.

Your message: “treat your loved one to a truly world class, romantic, fine dining experience at [restaurant name]”.

You market: couples who are approximately 35-55 with disposable income.

Your medium: Meta (Facebook and Instagram) ads targeted at a 50km radius from the restaurant.

If this is something that you would like me to look at in your business:

Get in touch for a FREE marketing analysis.