The Rules Of Marketing

Rules of marketing

It’s vital that you understand and adhere to the rules of marketing.

In other areas of life rules may be there to be broken.

A headline in the Times earlier this week read:

Tory Brexiteers rewrite the rules in fresh bid to oust Theresa May

Basically sections of the Conservative party are so desperate to get rid of her that they hope to change the rules so that they can have another vote of no confidence.

So while perhaps in politics you can change the rules to suit yourself, the rules of marketing can’t be played around with in the same way.

One of the golden rule of marketing is that if you give the right messages to the right people in the right way you will get the right result.

No amount of plotting or scheming will change that and it relates to large corporates and SMEs alike.

So what does this mean in real life?

  1. The Right People

You need to identify your target audience as precisely as possible.

The more you can get inside the heads of your ideal customer the better.

The best way to do this is to create an avatar – so that you know what age and sex your ideal customer is, where they live, what job they do, how much they earn, what are their leisure activities, do they have kids, what TV programmes do they watch etc etc.

Only when you really understand precisely who you customer is, can you ensure that all aspects of your product or service match their requirements.

2. The Right Messages

Having identified your target customer, you can now craft the most appropriate messages:

  • What do you do/sell?
  • What problems in your customers’ lives do you solve?
  • What benefits do you deliver?
  • How do you differ from other suppliers in your sector?
  • How do you avoid the classic mistakes that people hate about your industry?
  • How can people trial your product or service?
  • What guarantees do you provide?
  • What special introductory offers can you make?

3. The Right Way
This is all about selecting the right channels to communicate with, which will be determined by your customer avatar.

You have to make sure that the communication channels you select are ones that your audience use.

At the risk of being crass this means that you wouldn’t use Facebook to communicate with an elderly audience and you wouldn’t advertise in the parish mag if you’re trying to reach millennials.

So unlike the Tory brexiteers you can’t rewrite the rules of marketing but you do need to take notice of them.

If you need any help with any aspect of this, get in touch on mikejennings@marketingsurrey.co.uk, call me on 01483 200387.