The 12 Critical Characteristics To Demand From Your Marketing and Advertising… Does Yours Do These?

If you can't confidently say "yes" my marketing is doing all this then your marketing isn't performing.

1. Focus—Make your target narrow not broad, be a sniper rifle not a shotgun.
   
   
2. Standout-–Is your marketing different enough to stand out from the crowd?
   
   
3. Be Authentic—No need for hype. Sell yourself but keep it real.
   
   
4. Prove It—Assume that everyone believes you are a liar. You need to prove otherwise.
   
   
5. Want not Need—Find what they want, solve it, and then you can provide what they need.
   
   
6. Response Based–-Seek an immediate action not an awareness.
   
   
7. Appropriate Touches—Is this the right medium for the result you’re after?.
   
   
8. Them not You—It’s all about what they want, need, fear, desire, not about you. Delete I’s and We’s. Replace them with ‘You’.
   
   
9. Remove the Risk—People are scared to make the wrong decision. Take the risk away and they’ll feel confident choosing you.
   
   
10. Rattle Cages—If you aren’t getting a positive response from respondees and negative responses from your competitors and industry, then it ain’t working.
    
    
11. Process not event—View your marketing as a machine, constantly working, not a special promotion or one-off event.
    
    
12. Test & Measure—Make sure you are doing what works, and ditching the rest.