The Tao of Marketing

1. Clarity of action – You must be clear about what you are trying to achieve
2. Fertile ground – Your customer base should be big enough to impact your sales and let you grow. There’s no point in marketing to tiny groups that are a sliver of your sales.
3. Value of the individual – Segment your customers in groups that make sense. Segments are typically formed using four variables: demographic data, product consumption, media consumption and attitudes. The better you define the group, the more you can treat members of that segment as individuals and the more persuasive your message will be.
4. Directness of contact – The main driver of conversions is the message. So, make sure your message directs the customer to a specific action. There are two important factors in messaging: First, it must solve your customer’s problem (whatever the problem is) in a credible, actionable way. Second, it must stand out enough for customers to notice it. However, creativity for creativity’s sake is a waste of money.
5. Adequation of messaging – Finally, customize your message as much as possible so that it fits the customer it is reaching. This is where research comes in.

Performist’s philosophy is “Total Performance”. We combine these five elements to improve your sales & profits. Want to see if we are a great fit? Book time in our calendar here.