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Laser App Conference 2017 - Paul Feldman, InsuranceNewsNet
This document provides marketing tips and strategies for attracting ideal clients and growing a business. It emphasizes the importance of multi-channel marketing, determining target markets, crafting powerful messages, optimizing content and landing pages, and using compliance effectively. Specific advice includes creating personas, telling stories, personalizing outreach, tracking results, and planning a strategic marketing sequence. The overall message is that a 360-degree, multi-pronged approach is needed to outmarket competitors and build a sustainable business.
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Laser App Conference 2017 - Paul Feldman, InsuranceNewsNet
- 4. Have You EverWondered?
- 5. You’re About toDiscover…
- 6.
- 7.
- 8. Who Am I& Why Listen to Me? • 3rd Generation in Insurance & Financial Services • Founder of InsuranceNewsNet and AdvisorNews.com • Started INN online in 1999 • Launched magazine in 2008 • Consistently top ranked on Google for insurance and advisor news • The best news coverage and marketing team in our industry
- 9. “The BEST newscoverage and marketing team in our industry”
- 10. But Don’t JustTake My Word For It More than any other insurance and financial media company 77 Awards
- 11.
- 12. Institutions, Carriers &Industry Organizations :
- 13.
- 14. • Create and/ortrack 100 NEW campaigns every month • 153 different advertisers in 2016 • Over 230,000 leads generated since 2010 • 6,124 campaigns in 6 years • We know what works and how to engage our audience
- 18. To Outlast… OUTMARKET. • Marketingisn’t just a game, it’s everything • You are being judged by your marketing • Differentiate or be ignored • Surround your ideal clients and prospects – BE EVERYWHERE • Marketing is an art that’s driven by science
- 19. Simple formula. BIGresults.
- 20. Simple formula. BIGresults. Dan Kennedy
- 21. Simple formula. BIGresults. Dan Kennedy - Keynote Speaker
- 22. The Marketing Success Triangle Simpleformula. BIG results.
- 24. Determine Your Targets “EVERYONEis Not Your Target Market” - Seth Godin
- 25. WHO is yourtarget market • Age • Experience • Markets they serve • Income, Assets, Production • Lifestyle, interests, ethnicity • Psychographics – Buying patterns, attitudes, aspirations What’s Working Online Unbeatable Strategies for DI Marketing & Sales Determine Your Targets
- 26. Meet Ben: • Age57, Male • Been in the business 12 years • Married with 2 kids • Owns $500k+ home • $250,000+ investment assets • Earns $195,000 a year in commissions and fees • Works primarily with Seniors ages 65-75 • Avid reader (especially InsuranceNewsNet Magazine) • Drives a luxury sedan • Plays golf regularly • Enjoys exotic vacations • Conservative values • Enjoys drinking occasionally • Loves sports and movies • Self-motivated • Desires more income, but wants to work less • Wants to find an easier way • Thinking about own retirement and options available Create an avatar of your perfect client
- 28. Bad messaging islike fishing with the wrong bait...
- 29. Secrets to CreatingPOWERFUL Messages that Get Response But first…
- 30. 1st Rule Compliance alwayswins 3 Golden Marketing Rules with Compliance
- 31. 2nd Rule Make complianceyour friend and make it work for you. Otherwise it will neuter and destroy your message 3 Golden Marketing Rules with Compliance
- 32. 3nd Rule Compliance shallnot be referred to as the “Sales Prevention Department” 3 Golden Marketing Rules with Compliance
- 33. 3nd Rule If compliancewon’t allow you to effectively market and sell your products… 3 Golden Marketing Rules with Compliance
- 34. Secrets to CreatingPOWERFUL Messages that Get Response .
- 35. • WIIFM • AIDA •Tell a story, create a legend • Be timely: current events, newsjacking, holidays Fundamentals to Crafting Powerful & Profitable Messages
- 36. • Go BOLDwith your headline • Keep it simple • Tell a story • Have a prominent call to action • Focus on benefits, not features • Give them what they want Secrets to Creating POWERFUL Messages that Get Response
- 37. • Make yourheadline BIG and Bold • Use original and eye catching images • Use bright and complimentary colors • Design for skimming • Think “Copy Cosmetics” Design Tips to Increase Response and Conversion
- 38. Design Secrets toIncrease Response and Conversion Avoid common stock photography
- 39. The Stock Photography Wallof Shame
- 40. Anatomy of a GREATEmail 7 Part
- 41. Anatomy of a GREATEmail 7 Part • Frequency? • HTML vs Text • From Line • Subject line • Personalization • Tracking • Get to the point quick & give CTA 7 Tips learned from 100,000,000 emails
- 42. 7 Part Anatomyof a GREAT Email Preview Line
- 43. 7 Part Anatomyof a GREAT Email STRONG opener
- 44. STRONG opener SHORT paragraphs 7Part Anatomy of a GREAT Email
- 45. BULLETS 7 Part Anatomyof a GREAT Email
- 46. GREAT Offer • Freereport • Benefit rich 7 Part Anatomy of a GREAT Email
- 47. POWERFUL Close 7 PartAnatomy of a GREAT Email
- 48. Multiple hyperlinks CTA Button 7Part Anatomy of a GREAT Email
- 50.
- 51. Who content markets? Percentageof B2B Marketers Using Content Marketing
- 52. Who content markets? Percentageof B2C Marketers Using Content Marketing
- 53. How long hascontent marketing been around? Answer: 120+ years 1895 – John Deere & Company
- 56. 1. Fill aNeed 2. Have a point of view 3. Be Consistent
- 57. 4. Avoid “salesspeak” 5. Be Human 6. Be best of breed
- 58. Make it look& sound sexy Repurpose every piece of content Keep it up to date and timely Market it everywhere Have it professionally proofed Include your contact info and CTA Six more tips for EPIC Content Marketing
- 59. See me forthis FREE poster
- 60.
- 61.
- 62. Consumer content marketing WebAds Website
- 63. Consumer samples ofcontent marketing
- 64. Samples of B2Bcontent marketing
- 65. Landing Page BestPractices
- 66. The Keys toEffective Landing Pages • Keep messaging seamless • Show the give/offer • Control response • Shorter form = lower quality/more leads • Longer form = higher quality/less leads • Button color should stand out • Text on button
- 67. The Secret toLanding Pages with 50% Conversion Rate See me for this FREE poster
- 68.
- 70. - Jay ConradLevinson 360° Guerrilla Marketing “The days of single weapon marketing have been relegated to the past. In order to grow your business geometrically, you need to be practicing what guerrillas call 360 degree marketing. That is, in all directions at once.”
- 71.
- 72. How 360⁰ MarketingWorks Print Ad Conference Landing Page Email Blast Digital Banner Ads And Google Retargeting Ads Facebook Campaign
- 73. How 360⁰ MarketingWorks
- 74. • Avoid haphazardmarketing at all costs • Plan ahead and assign tasks accordingly • Create a marketing sequence for everything • Follow up strategically and systematically • Avoid death by budget • Inspect what you expect Plan to Succeed
- 75. If you rememberone thing from today…
- 77. Attract yourideal prospects automatically Read clients inner thoughts to build deeper, more meaningful connections instantly Unleash a never-ending flood of referrals without ever asking for them Transform yourself into the most sought-after advisor in your area Become the only viable solution to financial problems in your clients’ minds ONLY $1,495 $495PER TICKET Use promo code 495Laser at www.advisorsuperconference.com
- 78. Attract yourideal prospects automatically Read clients inner thoughts to build deeper, more meaningful connections instantly Unleash a never-ending flood of referrals without ever asking for them Transform yourself into the most sought-after advisor in your area Become the only viable solution to financial problems in your clients’ minds ONLY $1,495 $495PER TICKET Use promo code 495Laser at www.advisorsuperconference.com
- 79. SPECIAL PRICING forall members ONLY $1,495 $495PER TICKET Use promo code 495Laser at www.advisorsuperconference.com
Editor's Notes
- #2 Good Morning!! I’m really excited to be here today and glad that you are all here today! You are in for a treat, because I’m going to share some insights and ideas that I only share with my six figure clients. These ideas and concepts are real game changers that can make a huge impact for every company in this room. I could easily talk for hours on almost every idea I’m going to cover, but I will try to give you as much valuable information I can over the next 45 minutes. I think I went a little overboard with content and have 77 slides to go through in 45 mins, so I’m going to run through a lot of ideas today and you might feel like I just plugged you into a fire hydrant or going for a ride in my car.
- #3 Yes, that’s my 152 MPH selfie from this Saturday. Like everything in life I like to do it fast.
- #4 Out of curiosity, how many of you are familiar with InsuranceNewsNet and receive our magazine. If you’re familiar with our brand you may know that I’m not your typical publisher. Maybe that’s why we have won so many awards. But what makes us truly different is how we help our advertisers get results that they can’t get anywhere else. We do that through our strategy, copywriting and design, which is what I’m going to be covering today. If you get our emails and look at the ads in our magazine, you can see that there is a significant difference. While we don’t create all of the ads that we run, the ones that we do create out pull the ones that we don’t by a 2 to 1 ratio. Not bad, huh?
- #5 Have you ever wondered why your marketing doesn’t generate the results you expect? Have wondered what it would be like to have clients chasing you down to do business? Have you ever wondered what it would be like to have your marketing run like a well oiled machine, that consistently generated new leads and generated more referrals
- #6 You’re about to discover: Proven formulas, ideas, and tactics that will turn your marketing into a turn-key profit center How to generate more leads, attract more clients, and significantly grow your email list How to grow your business geometrically by making some small adjustments
- #7 I promise by the end of this presentation you will take away at least one idea that you can implement into your marketing immediately and I’m going to give away some great freebies. And I promise that you won’t miss lunch
- #8 The problem: In today’s world there is more competition than ever. From banks, to wirehouses, independents, robo advisors, to even payroll companies, the list just keeps growing. And to make matters worse we are all competing for the same assets, from the same buyers, and the same advisors. And the noise trying to capture their attention is deafening, making it harder than ever to differentiate yourselves and rise above the noise. As someone who has been in the business for 25 years, I’ve worked with and consulted with some of the insurance and financial services industry companies and I’ve heard a lot of complaining. But few get it and I continue to see companies do the same thing with their marketing over and over and over – and expect different results. So how do we solve this problem?
- #9 Before I answer that question, let me give you a little background on who I am and why you should listen to me. For those who aren’t familiar with me I’ll give you a 30 second background and cover a few things that most of you don’t know. Founder and publisher of InsuranceNewsNet Started online in 1999 Launched magazine in 2008 Grew largest advisor audience in the industry organically Consistently top ranked on Google for insurance news The best news coverage and marketing team in our industry
- #10 Yes, I just said the best news coverage and marketing team in our industry. And unlike others who regularly use grand superlatives, I have proof
- #11 We have won 77 Editorial, design and marketing in competitions against major publishers like time, newsweek, business week, forbes, fortune, hearst publications, Martha Stewart and even Maxim magazine
- #13 We work with many of the top carriers and industry organizations. This is just a few
- #14 Plus we work with many of the top IMOs, BGAs and industry vendors, again this is just a few that we’ve recently worked with.
- #15 And what I’m most proud of and what is most relevant to you is that we operate what I call a marketing laboratory Create and/or track 100 NEW campaigns every month 153 different advertisers in 2016 Over 230,000 leads generated since 2010 6,124 campaigns in 6 years We know what works and how to engage our audience
- #16 So we already covered some of the problems and then you add in consolidation and your left with a real game of survivor…
- #17 Now let’s talk about the solution, because the competition is only going to intensify as more and more people target your advisors and your clients…
- #18 And what we are left with is a game of survivor, but the stakes are much higher than the TV show. So how do you survive and thrive in today’s market? You have to out train (your advisors, your clients and yourself), out service and over deliver. And what I’m here to talk about is how to out market. Because Marketing is the lifeblood of your business. It is how you mass communicate your story and message. It gives you control over your brand and what the market perceives about you. For without it, no one will ever know who you are, what you do, how great your product is, or how you can help them. Marketing is the new competitive advantage.
- #20 I’m about to share with you one of the simplest formulas to marketing that you may have ever seen and chances are you haven’t ever seen it before.
- #21 It was developed by a friend and a mentor of mine, Dan Kennedy who I’ve had the luxury of working 1 on 1 with for almost two decades. For those of you that don’t know him, he is one of the highest paid copywriters and marketing consultants in the world. He has designed and worked on amazing ads and campaigns you have all seen, from companies such as Weight Watchers, Miracle Ear, Proactive, Guthy Renker and tens of thousands of other direct marketers across many industries. And this is the formula that he starts with for Every campaign he does and so do we!
- #22 And if you like this presentation, here’s a shameless plug… you’ll love what he is covering at the Advisor Super Conference. He is diving deep with a 3 hour talk on how to attract more affluent clients and AUM, how to generate more leads, and the exact tactics advisor clients are using to crush it in their markets. He is also going to be sharing what he calls the Phenomenon, where he will teach you how to accomplish more in the next 6 months than you have in the past 12 years. It’s going to be great. But I digress so let’s get back to the formula.
- #23 Your ability to OUT MARKET depends on three critical components that impact everything you do. From overall strategy down to every ad or promotion that you run. We call it the Marketing Success Triangle – and while it might appear rudimentary and basic, it is anything but. Because if one of these components fails – so too will your marketing. They are not in sequential order, because they can’t be. One is no more important than the other. But you need all three in place simultaneously. If one fails, they all fail.
- #24 So first let’s talk about MARKET (because it isn’t as simple as some think)
- #25 First you need to determine who are you trying to reach. And I’m not talking about anyone with a securities license, I am talking about going deep into psychographics.
- #26 First you need to determine who are the best producers you have or have ever had. Make note of their name, age, the markets they serve, their average production, what organizations they belong to, their religion, charities, etc.
- #27 This a sample of our average reader, I’m not going to spend a lot of time on this, because I’m sure you get the point. Defining your target market on a deep level sets EVERYTHING up, especially
- #28 Now that we defined our market, you now need to craft your message to your ideal prospect. It can be a very expensive mistake if you miss the mark with your messaging. It’s also the easiest part to get wrong and the hardest to get right. So I’m going to dive deeper on this, because it’s the most impactful and it’s something that I am very very passionate about
- #29 If you want to catch sharks, you can’t use goldfish food just like you can’t catch goldfish with a filet mignon. Once you pick the type of fish you are trying to land as we just described, you can pick the right bait to use. Most advisors and companies get poor results from advertising, because they put out no bait, lousy bait, or the wrong bait for the fish they hope to attract.
- #30 Before we actually get into secrets, strategies, and tactics, I need to clear the air. Do we have anyone from compliance here today (no boos please)? [PAUSE] Well you are all going to have to leave the room! No I’m just kidding. Actually, I think you are going to like what I have to say
- #31 They say you cant fight city hall, but in this business, you can’t fight compliance, because they are protecting the best interest of the company and keep us crazy marketers in line. While they always win, they have to get better at working with marketing rather than being the kings and queens of NO. Unfortunately, they will rarely come back with constructive suggestions on how to say it right, it’s your job to understand their position and solve the problems, which I have a few tips for later.
- #32 I know compliance people are usually not the life of the party, but they are people too. You have to work with them because they are a part of everyone’s life. But if you leave your marketing to the compliance people and don’t push back a little, your marketing is destined to be a neutered mess that doesn’t accomplish anything.
- #35 Avoid Death by Compliance. I’ve seen it happen and I’ve seen it really hurt companies that took years to recover. But the good news is that there are strategies and ways to work harmoniously, which I wholeheartedly endorse.
- #36 Here are some things to remember if you want to create a powerful message that gets response: First of all, as much as I hate to say it. No one cares about you. They aren’t losing sleep over your business and they aren’t anxiously awaiting what it is that you have to say next. They only care about what’s in it for them, so make sure that you communicate what’s in it for them. The most common formula for writing copy for a sales letter or ad is called the “A.I.D.A” formula. AIDA is an acronym for a step-by-step process which goes like this: A= ATTENTION. You must first grab the reader’s attention. This is usually done by means of a compelling headline: “Discover How A Homeless Man Went From Sleeping Under A Cardboard Box To Making $50,000 Dollars A Month!”. I= INTEREST. This is where you sell the customer on the BENEFITS – NOT The Features. You must answer the customer’s unspoken question, “What’s in it for me?”. Even though most people will not even admit it to themselves, more-often-than-not, they buy from EMOTION and not from logic. Sell the sizzle (benefits) and not the steak (features). Buy the FEELING that they will get by owning (“Your friends will be kicking themselves in the butt when they see how much money you are raking in with my new profit-pulling system”). D= DESIRE. This is often achieved through urgency or scarcity. (“Only 100 Copies of This System Will Be Sold And Then The Doors Be Closed Forever” . . . or, “Order By Midnight And Save 50% Off The Retail Price – Tomorrow, It Will Go Back Up To $300″). A= ACTION. Often coined as “The Call-To-Action”. This step is often overlooked by marketers – usually because they are too timid or feel that the customer may be offended if they are asked to “Buy Now!” . . . or “Click Here To Claim Your Copy”. Actually studies have shown that customers WANT to be told what to do next. (“Click Here To Place Your Order”, etc). It is YOUR job to clearly tell them to click on the Order Button. Here’s a simple way of distilling the above formula: 1) “Tell them what you have”. 2) “Tell them what it will do for them”. (Sell the “sizzle”) 3) “Tell them what you want them to do next”. (“Click Here To Order Your Copy”). So Remember: Sell the “sizzle” – not the steak! Don’t sell them the product. Instead, sell them the FEELING that they will get from owning that product – YOUR product. Be timely with your messaging. A headline that says “How to DOL proof your practice” or “Congress makes selling Med Advantage easier” is sure to create a rise of emotions in the reader, which is exactly what you want to gain attention.
- #37 I’m not saying here to make it a bold font, I’m saying make a bold statement. 8 out of 10 clients who see this buy it How I went from a garbage man to a top advisor with ½ Billion in AUM The number 1 fund, just got better You get the idea -
- #38 Make your headline big and bold. Use bright, vibrant, contrasting and complimentary colors in your ads, even if you message is primarily text. There are plenty of websites out there, like Adobe’s Kuler, that can quickly and easily give you an array of color options. The use of color can significantly lift response rate. Design your ads to be skimmed, use subheads, highlights, arrows, etc to guide the reader to your most important points and then down to the call to action.
- #39 Design secrets to increase response rates I can probably spend hours on this alone, but I obviously can’t here. My number one pep heave with advertisements is the use of real crappy, overused, boring, stock photography. According to scientific eye tracking studies, whenever someone sees an ad or a website they typically go in a left to right z-pattern, but the first thing that they see is the image on the page. If your image is important to you, chose wisely with stock photos. I get it, you need to use it to spruce up your ads, but spend some time searching and whatever you do don’t use images like these…
- #40 How many of you have used one of these images in their ads, emails, or website? How many of you have seen at least one of these photos in an ad before? I know that you all aren’t the designers responsible for the image selection, but it’s time that you all demand more. I would personally recommend using REAL photos of yourself, your team, your office space, your agents and even your clients. We once ran an ad that an advertiser created that said something like how a former truck driver earned 100k in commissions in 46 days, but they used a stock photo. We actually got complaints from readers saying that they were a fraud because the image they used was stock.
- #50 The most successful and effective digital and traditional advertising uses content marketing. With this strategy (and proper promotion) we have seen our clients, double, triple, and even 10x their businesses in a matter of years. Content marketing is a critical component to take your message beyond an ad or marketing message and to make a lasting impression, that elevates your position in the market place to that of a THOUGHT LEADER. It takes you from salesman to a respected expert
- #51 I’m sure many of you have heard of content marketing before, but by a show of hands who is actually doing it right now? Whether yourself or your company? Keep your hands up. For those who don’t have your hands raised, how many of you offer free reports, downloads, blogs, writes articles, books, social media, or has a newsletter?
- #55 When it comes to online marketing Content is KING. It helps drive traffic, SEO, increases your authority, generates leads and connects you with your audience in a deep and meaningful way.
- #56 So how can you be the king of Content Marketing? I recently interviewed Joe Pullizi, the founder of The Content Marketing Institute and he have me a great 6 part formula for creating EPIC Content!
- #57 Fill a need. Your content should answer some unmet need of or question for your customer. It needs to be useful in some way to the customer. So how do you know what their needs are? You ask of course! And if you are getting the same questions or problems over and over maybe there something to create. Have a point of view. This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company as experts. How many of you have seen Ken Fisher’s ads that “I hate Annuities and you should to” and you need to download my report to find out why. This is a great use of content marketing Be consistent. You can’t write one piece of content and change the world over night. It takes time and repetition to start a movement and establish yourself as a thought leader. Think as a publisher, put yourself, your team, or even quality free lance writers on a schedule whether it’s one piece of new content a month or 5 a week, set something up within your time constraints. If too much time passes between communications, your thought leadership position will continue to diminish.
- #58 Avoid “sales speak.” When people download a report hoping to gain knowledge, expertise or to learn something, we can be easily turned off if all we hear about is how great you are. Remember, content needs to be of benefit for the reader or it’s just a brochure and no one reads brochures. The more you talk about yourself, the less people will value your content. Be human. The benefit of not being a journalistic entity is that you have nothing to hold you back from being, well, you. Find what your voice is, and share it. Be best of breed. The goal for your content ultimately is to be best of breed. This means that, for your content niche, what you are distributing is the very best of what is found and is available. If you expect your customers to spend time with your content, you must deliver them amazing value, that’s well written, well designed and well though out.
- #59 Avoid “sales speak.” When people download a report hoping to gain knowledge, expertise or to learn something, we can be easily turned off if all we hear about is how great you are. Remember, content needs to be of benefit for the reader or it’s just a brochure and no one reads brochures. The more you talk about yourself, the less people will value your content. Be human. The benefit of not being a journalistic entity is that you have nothing to hold you back from being, well, you. Find what your voice is, and share it. Be best of breed. The goal for your content ultimately is to be best of breed. This means that, for your content niche, what you are distributing is the very best of what is found and is available. If you expect your customers to spend time with your content, you must deliver them amazing value, that’s well written, well designed and well though out.
- #70 So we’ve covered your Market, your message and now you have to place your ad via the Media. Media is a powerful tool. Exposure on mass scale can change your business forever. And it goes both ways because it can easily become an incredible expense to your bottom line if you aren’t doing it right. And doing it with a long term goal in mind. So what are we talking about when we say media? It’s simply the method of advertising, promotion or whatever it is you want to call it. Online, Offline, Print, Magazine, PR, SEO, Social Media, etc..
- #71 “The days of single weapon marketing have been relegated to the past. In order to grow your business geometrically, you need to be practicing what guerrillas call 360 degree marketing. That is, in all directions at once.”
- #72 Multi-Channel Marketing is a MUST. To grow bigger, faster and stronger marketing organizations must continue to attract NEW producer leads into their recruiting funnel. The more you market the greater your funnel can expand. If you want to grow GEOMETRICALLY you have to utilize as many methods as possible to attract producers. One channel can only supply with you so many leads. You spend all your time, money, and resources getting to be number the #1 position for any category on google or buy all of the keywords, but the reality is there are only so many people searching for it and often times they aren’t your ideal buyers or prospects. If you aren’t using all of the media tools available you can bet money someone else is and your missing 80-95% of your potential market. It is your job to get in front of the market place. It’s your job to out there. And unless you are doing something illegal, being the best kept secret in your market, is a limiting belief. Remember that everyone consumes information differently and not everyone will respond to an email blast or direct mail piece. Good multichannel marketing puts you in front of the market and will boost your all around response rates and will significantly raise your profile in the minds of fickle producers who demand attention. The more you grow your methods for acquiring producer the bigger your funnel will be and the more business you can write. It is almost a given.
- #75 In marketing, you have to PLAN to succeed. And that means that you have to Avoid haphazard marketing at all costs. Haphazard marketing is thinking that you can launch a marketing campaign on a whim and then bailing because you didn’t really plan it out right. If a business quit every time it failed (which most people do with marketing) they will never achieve GEOMETRIC growth and will never truly profit from their marketing. Plan ahead and assign tasks accordingly. You can’t do it all yourself, you need help and you need to delegate and constantly monitor that tasks are completed. Create a marketing sequence. So what happens when someone actually fills out a form or calls your office? Does your staff know what to say or do you just wing it? Respond Fast. Because these days if you snooze you lose their interest and they won’t even remember inquiring to you. Be fast and be relevant. Plan next steps. What will your first, second and third follow-up message be? What do your recruiters say and what is the process they should follow? How will you integrate new leads and assimilate them into other drip emails. You should think about follow up strategically rather than reactively.
- #76 If you remember one thing from today’s webinar….remember the triangle. Know who you’re marketing to, make sure you have a powerful message to speak to the needs of that market and the right media to get the message in front of that audience.