Framework of Marketing

Your Framework of Marketing is a story that's framed for your potential customers.

Framework of Marketing - Cornerstone of Effective Marketing

Basis of Marketing

The Story

There's always a story behind your marketing. Understanding this story is a necessity for effective marketing. When your marketing story is well-created, it's easy to build effective advertising and marketing around it.

The Frame

You need to frame your story so, that it's understandable and relatable for your potential customers. Framing the story means that you tell the story in a specific way in a specific place. The story won't work alone; the frame is what makes it so effective.

Cornerstones of the Framework of Marketing

Beliefs

What your customers believe about themselves, your product, and even about their values influences greatly how they assess your marketing. If they don't believe to be your target market or if your product doesn't fit their beliefs, they won't buy. At the same time you can leverage these beliefs in your marketing and advertising.

Need

A need creates desire that may lead to buying. This doesn't mean you couldn't sell a product that isn't necessary; we believe we need many things that aren't necessary. The purpose of marketing is to create that sense of a need and direct it toward your product.

Offer

One of the most common reasons why marketing is ineffective is the lack of an offer. An offer doesn't mean a reduced price, but offering the product. The offer is often called the call to action.

Placement

Would you like to receive a call from a toner sales person at 8pm on a Saturday? No, you wouldn't. What about if a friend of yours would tell you about a good (and cheap) toner shop nearby? You'd probably thank them and go to the shop. It's easy to waste your marketing budget with poor placement. And improving its placement is often the best way to make your marketing more effective.

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Latest articles about the Framework of Marketing

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14

Nokia Jumped into a Well – Are You Following?

Nokia Jumped into a Well

Nokia jumped into a well. But you can avoid the mistake. photo by Kashif Mardani

A couple of weeks ago Nokia announced they’ll cut 10 000 jobs.

Nokia used to be the market leader. It used to be the innovation leader. It used to be the quality leader.

Now their marketing strategy is a prime example of poor marketing and leadership.

Your company most likely won’t fire 10 000 employees. Or lose $1 billion annually.

But you can make the mistake that got Nokia into trouble. You’re even likely to make the same mistake, and think it’s the best decision for your company.

Here’s what they did wrong and what they should do now to rise again…

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9

How to Attract More Customers – Video Interview with Dov Gordon

Dov Gordon

Dov Gordon helps businesses attract a steady and predictable flow of new customers.

This is a part of the Secrets of The Marketing Experts interview series.

The chain of marketing starts with attracting customers. And that’s exactly what Dov Gordon helps businesses do.

Dov Gordon is a respected marketing consultant whom even other marketing experts go to for advice. If you don’t know him already, you will remember him after this interview.

In the interview Dov shares his approach that he uses with all his clients; three steps that are sure to help every business.

So, if you want a steady and predictable flow of new customers, check this 25 minute video interview…

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23

3 Common Beliefs that Will Ruin Your Business

Your business doesn’t mind if you believe in Santa.

Not even if you wait for his flying sleight every Christmas with a cup of milk and cookies ready for him.

Your business doesn’t mind if you’re Christian, Jewish, Zen Buddhist, Muslim, or Hindu.

But there are common beliefs your business doesn’t tolerate. They will make it crumble and you may not have any idea why it’s happening.

I learned them the hard way – maybe I can spare you the trouble.

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22

3 Copywriting Questions for Business Success

Louis Vuitton Handbag

Do you buy this Louis Vuitton handbag for its functionality (carry things around with you)? photo: Thomas Ogilvie

You don’t need to be a copywriter to run a business.

Actually, you only need to be a copywriter if you run a copywriting business.

But it can teach you three things you must know to run a successful business.

Copywriters can (and usually should) do the actual writing for you. But knowing these basics will give you a better understanding of your business and how to make it successful.

So, here are the core questions of effective copywriting.

And there’s a five-minute “exercise” at the end that puts all of this together and makes a real difference to your success, I promise :)

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5

How Marketing Works – Video Interview with Danny Iny

Danny Iny Firepole Marketing

Danny Iny definitely knows the answer to “How marketing works?”

This is a part of the Secrets of The Marketing Experts interview series.

How would you describe marketing?

Do you know all the steps of effective marketing?

How do you create a relationships with potential customers?

What turns engaged listeners into buyers?

How to get referrals and when to upsell?

…and much more.

Get the answers in this half-hour video interview with Danny Iny, which gives a good bird’s-eye view of effective marketing.

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24

3 Strategies for Email Marketing and How to Succeed with Each

3 Strategies to Email Marketing

The three strategies to email marketing can all work well, if your copy is good. photo: Glen Edelson

Email marketing has the highest response rate out of any marketing method.

Does that mean spamming works? Well, someone has to buy something from spammers, otherwise they’d become extinct.

But there’s spamming, and then there’s quality direct email marketing.

The latter is one of the best strategies to market B-2-B products and services, but B-2-C businesses can learn a lot from it too.

It might not be right for you. Maybe content email marketing works better for your business, but understanding the principles behind the other two email strategies will make a huge difference to your success.

So, here are the three strategies to email marketing, how to figure out which is best for your business, and how to succeed with each.

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6

Review: Fascinate – Your 7 Triggers to Persuasion and Captivation

Fascinate by Sally HogsheadFascinate by Sally HogsheadFascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead

Rating: 5/5

Ever wondered how to capture people’s attention completely? Or why you sometimes lose track of time?

The answer to both is fascination.

What is it? Fascination is powerful attraction that captures your attention and focus.

Why should you care?

Fascination is the best tool you have to get your message heard.

If you want to be good at copywriting, you need to understand how to fascinate people.

If you want to write captivating headlines, you need to make them fascinating.

If you want to be fascinating in your personal life or at work, you need to understand the seven triggers.

But the one question remains: What is fascinating and how do you write/become more fascinating?

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21

Rules of Marketing – Are Your Following the Wrong Rules?

Breaking the Rules of Marketing

Breaking the rules of effective marketing isn’t illegal, you just lose your customers. photo: kelsey e.

Every game has its rules and you can’t succeed if you don’t understand them. So, what are the rules of marketing?

The rules of marketing include the laws and regulations, but you’ll never win a game if you only avoid breaking its rules. When it comes to effective marketing, the referee is the consumer and they get to choose the winner.

Marketing is a game where you get points for style and the consumers decide who wins.

How do they choose the winner? How do you style points? And which rules shouldn’t you ever break?

In other words: How do you create effective marketing messages?

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Branding with Images that Stick in Customers’ Memories

This guest post is written by Jenny Sampson.

There are a percentage of business-owners who seem to overlook the power of a great logo. We’ve all seen it, a sign on the road where a pyramid ripped off of clip-art is the best they manage when it comes to their company’s visual representation. With some of the best companies, however, symbols and pictures anchor themselves into our minds.

The US Dept of Labor tells us:

“Studies by educational researchers suggest that approximately 83% of human learning occurs visually, and the remaining 17% through the other senses – 11% through hearing, 3.5% through smell, 1% through taste, and 1.5% through touch.”

Further research has demonstrated that pictures are more easily remembered than words. Thus, a brand logo or icon is an important choice to make.  This leads us to a couple of questions: 1, How should you choose one? and 2, How do you avoid choosing a weak one?

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7 Questions You Must Ask Before Marketing

There are countless aspects to think about when you start creating a marketing message. Here are seven that you must ask before doing anything else.

1. Who are you targeting?

“My customers/prospects” isn’t the answer. Not even close. But still that’s the most common answer.

You need to know which customers/prospects in particular you’re targeting with each marketing message. You can and you should segment people into buyer personas.

If you try to speak everyone, you speak to no one. Don’t try to please everyone with one message; no one’s interested in average or the mediocrity.

Copyright 2012 Peter Sandeen - Simply Effective Marketing | +358 41 433 0144 | contact {at] petersandeen [dot} com