Jab, Jab, Jab, Right Hook
It used to be when most businesses outline their marketing strategies, they plan for one punch—advertising to knock out the competition.
Let me start by saying that marketing and advertising are not the same thing. They used to be, but they’re not the same thing anymore.
Let’s face it. The reality is that people have short attention spans and they’re millions of businesses attempting to attract it. Here’s the solution: Today, everything is marketing:
- the name of your business,
- products and services,
- how you comport yourself,
- determining whether you will be selling a product or service,
- how you run your business, the method of manufacture or servicing,
- how you bid on projects, the colors, size, and shape or your product,
- how you perform for clients and customers,
- the packaging,
- how you build relationships,
- the location of your business,
- the advertising,
- the PR,
- etc.
You’re either judged on these things, or you’re being ignored. And with “everything” being marketing, there must be a punching (marketing) combination to have success—jab, jab, jab, right hook.
In marketing your business, potential prospects are sent electronic and traditional mailings, called for follow-ups, visited in-person and presented with digital, TV and radio ads. One ad, one jab, one marketing tactic in a vacuum, is usually not enough to convert a target audience.
Similarly, businesses should realize that no one medium bests all the others. Platforms don’t compete with each other, they compliment each other. Just like a boxers punching combination. A jab compliments the set up for a right hook. KO!
Question: What is your winning marketing combination?
About the Author: Patrick McFadden is the marketing consultant to call when you want SALES … not just words.. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.
