Getting your message out to potential customers consists of three basic steps, each of which contributes toward the success of the effort. Over the years, marketing experts have been able to quantify the importance of each of the steps:
• Medium (40%): This is the channel you use to deliver the message. It may be a mailing list, media buy, e-mail list or choosing the right highway billboards. The choice of the medium (or multiple delivery methods) can count for 40% of the success of the campaign.
• Message (40%): Even if you have a foolproof method of reaching prospects, you must have a compelling message in order to generate a response. The message must resonate with what the customer wants to hear, not what you want to say. Here is where you make your case, whether it is with a special offer, sale price, or simply proof that your product or service is superior. Again, the message is important enough to account for 40% of the effort.
• Format (20%): A great delivery channel and strong message can both be wasted if the recipient ignores the attempt. That is why it is critical that your message be developed in a way that is attractive, compelling and attention-getting. If not, you are wasting your time and money on marketing that nobody will notice.
As you can see, it is the combination of all three elements that creates a cohesive, action-inducing marketing campaign. Make sure you allot sufficient resources to each of these portions of the effort in order to reap the full benefits.
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