PageView
(Marketing)

The Most Controversial Part of Marketing

Strategy before tactics is not controversial. I’d go as far as to say it’s not debatable. You can’t implement a plan without having a plan.

Johnny Molson
Johnny Molson
April 15, 2022
The Most Controversial Part of Marketing

I’m having trouble writing this because I feel like I’m telling you sand is scratchy. Strategy before tactics is not controversial. I’d go as far as to say it’s not debatable. You can’timplementa plan withouthavinga plan. If you want to be known forsomething, you must first decide**what you want to be known for.**But I also get repeatedly asked, “what’s the best way to advertise?” And I seem to leave people disappointed when I say, “sand is scratchy…and strategy must come before tactics.”

You can also watch this article here

What people are hoping is for a trick. A hack. A shortcut. I can’t help you with those. A Google search of “best ways to advertise my business” will land you 737,582,183 pages. Have fun. The best way to advertise is to begin with a strategy. Let’s define that: A marketing strategy is made up of Who, What, and How.

  1. Who are you talking to?
  2. What do we want to happen?
  3. How are we going to do it?

Those seemingly easy steps are not simple. Like any strategy, it could take weeks or even months to answer. Let’s dig a bit deeper…**Who are you talking to?**This question is trying to learn who your customer is. You’re trying to identify a market segment. If you’re a roofer, you’re speaking to homeowners. If you’re Tesla, you are speaking to early adopters. Start with a broad group and think about habits, values, and behaviors. You can narrow into demographic data (income, age, gender) as you proceed, but don’t let it distract you. There’s a difference between who your customer is, and who you want your customer to be. When working on market segmentation, you also must decide who your customer isn’t.

This is what we are…and we’re not gonna worry if there’s a small percentage of the people that don’t fly us. That’s the definition of a market niche. You have to write off part of the market, or else you don’t have one.

Herb Kellaher / CEO, Southwest Airlines

What do we want to happen? The answer to that is not “buy stuff.” Ultimately, yes, that’s what’s going to happen. But it’s a result of what we want to happen. For example: You have determined you are getting shoppers, but they aren’t turning into buyers. What you want to happen is to enhance a tangible level of consideration.

  • Is something wrong with the product?
  • Do the internal salespeople require more tools or training?
  • Is something causing undo friction in the purchase process?
  • Are the features and benefits unclear?

How are we going to do it?

In the example above, let’s say you’ve determined your issue is your internal salespeople. Shoppers are coming to them, but just not becoming customers. How you improve that might be to enhance training sessions and measure it by turning 9 average sales per month into 10.There’s Something About Strategies Like any goal setting, your strategy is a measurable and time-based goal. As you stare down 2022, you probably have room in your head for maybe two actual marketing strategies. Each strategy is, by design, going to dovetail in to 4 to 6 tactics. Did you notice I didn’t mention “advertising?” That’s because I’m talking about**Marketing Strategy**.

The words “marketing” and “advertising” have been blurred together. Our industry has done a huge disservice to businesses by doing that. Advertising is a surprisingly small part of marketing. Most people with the word “marketer” on their LinkedIn profile are mere salespeople selling advertising. We need them, but they ain’t Marketers. They’re talking tactics, not strategy. Politely ask them to leave unless they can help you with your strategy.(WARNING: They’ll try to sneak past the guard by saying they have a “digital strategy.” Don’t let ‘em fool you. There’s no such thing as a “digital strategy”… there’s only a strategy strategy, and “digital things” might be a part of it). This is important because you can “tactic” yourself into bankruptcy. As sure as God made little green M&Ms, the tactic hounds will distract you from your strategy…especially if you don’t have one. So… do you have one?

(Strategy)
(Tactics)
Johnny Molson
Johnny Molson

I take complicated, knotted-up marketing strategies and make them clear and understandable. I want people to know what you stand for, why you're special, and never forget you.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)