A few years ago, I audited all my clients and discovered that those who were getting the best results all focused on these 4 basic things in their marketing:
1. A target customer profile
The companies getting the best results had a deep understanding of their customer.
This went beyond the basic demographics and customer avatars.
The companies understood...
- The problems the customer was facing.
- The solutions the customer had tried.
- The customer's motives and driving force.
- How they thought about the problem.
Basically, they had a very good understanding of how the customer thought.
This allowed them to "Enter the conversation taking place in the customer's mind" through their ad copy and core message.
The customer knew their products and services were for them, and they knew they could help them because they felt understood by the company.
2. A core product
A core product, or flagship product is the company's primary offer to the market.
The "thing" they're most known for.
For example:
- McDonald's has The Big Mac
- Burger King has The Whopper
- Ford has the F-150
- Apple has the iPhone
And the list goes on and on...
I discovered that the companies that were getting the best results with their marketing had an intense focus on how to improve their core product to make it a better fit for their perfect customer.
This synergy served as a foundation for all their marketing.
3. The top traffic sources
When the company understood their customer at a deep level, they also understood where they were spending time online.
This allowed them to choose the best advertising and marketing platforms to connect with their target customer.
They weren't selecting a traffic source simply because they saw a competitor was using it.
They were selecting their traffic sources because they knew where their customers were spending their time, why they were on those platforms, and how to reach them with a message there.
4. A simple sales process
The clients getting the best results were using the most simple and straightforward sales processes and funnels.
They focused on mastering the basics:
- Booking funnels and sales calls.
- Free trial funnels.
- Webinars and VSLs.
- Etc...
Complexity created a negative customer experience, thus they avoided it at all costs.
Your marketing doesn't need to be complicated.
In fact, over the past 15 years in business, I've discovered that the most successful companies also have the most simple marketing strategies!
