How do you make your marketing mix irresistible and create the perfect chocolate cake to keep your clients coming back for more?
Marketing is a bit like baking a chocolate cake…
If you were to take the recipes from 5 or 10 Michelin-starred chefs, and throw all the ingredients from every recipe into a big mixing bowl, you would end up with a gooey mess that would most likely taste disgusting.
Because each chef works out how the ingredients and cooking time and cooking method work together to produce their version of a “perfect” chocolate cake.
And each chef samples the ingredients frequently when mixing and checks frequently once the mixture is in the oven, and refines and improves the recipe over time to produce a great-tasting cake.
And, it’s the same with marketing.
At its best, marketing is about having lots of different recipes, combining the ingredients creatively for your unique business and testing mixtures frequently to discover what produces results, then refining and improving and making things even better.
But, I’m curious…
How many cakes are you cooking with your marketing?
And do the cakes taste sweet?
And are the recipes timeless and long-lasting and continuously improving?
Tasting, tasting.
Most business owners know that they need marketing to generate new leads through taster sessions, downloads, trials, appointments or online transactions, depending on your funnel and sales process.
And if you are doing any marketing at all, you can measure the results of the experiments you have tried so far.
And test new recipes in the future and once you have a campaign that produces results make small variations of a tried-and-tested recipe to make it even better.
You can document the specific audience that you targetted, the specific offer you made to them, and the specific message you utilised to deliver that offer.
These are some of the ingredients you will need…
And when you have evaluated your results compared to your prediction, you’ll be able?to?taste how well you baked the cake.
Seems simple, and yet I have spoken to several business owners of late who miss out on one or more of these key data points. Many think of their marketing as “trial and error” or “hit or miss” so?they don’t baseline, document their hypothesis, or measure the results precisely.
One recipe, which has evolved from loads of different client projects and which we have tested extensively is…
The VCBP Recipe.
This recipe contains 4 satisfying and well-tested ingredients…
领英推荐
Video :?We create a Storybrand video to frame the Opportunity.
Here are links to 3 examples of StoryBrand videos (The first is ours, the second we scripted, recorded, and edited for a client, the third we scripted and the client recorded and edited).
https://www.dhirubhai.net/feed/update/urn:li:activity:6684126741038022656/ ?(videos run on mute in LinkedIn by default so you will need to unmute to hear the script by clicking on the loudspeaker icon)
Case Study:?We write a compelling case study to show the Transformation that you offer.
The best way to show the transformation that you offer is by revealing what you do, in context, with a very specific example.
Blog:?We create content to reveal the Experience of using your Unique Process to achieve the results that you promise.
This blog is the content we produce for our business.
Pitch:?We pull everything together into a compelling presentation to deliver your offer to your target audience in your most effective media.
One needs to articulate the offer in order to close the deal and win a new client.
“Never stop testing, and your?marketing?will never stop improving.” David Ogilvy.
Baking the Perfect Chocolate Cake.
Marketing is a bit like baking a chocolate cake
How do you know that you are using the right marketing recipe for your business?
And how do you test different ingredients to make your results even better?
And how frequently do you check to see how well the cake is cooking?
We specialise in designing marketing campaigns which combine science and art to make delicious, nutritious, filling cakes.
So, you can eat well.
Join us for our next webinar to get a taste of how we can help you make your marketing recipes timeless and long-lasting and keep your clients coming back for more…
Hope to see you there!
Managing Director at Onyx Accountants Ltd
2 年Perfect analogy, i imagine due to external factors the mix will constantly need to be checked and improved!
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2 年This reminds me of a saying Graham Constantine "Half my advertising spend is wasted; the trouble is, I don’t know which half.”
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2 年Graham Constantine, you have an interesting point! I couldn't agree more with your analogy that marketing is like cooking and that we need to know what the right recipes in order to catch the attention of your target clients and to make them loyal to your business. This webinar is really not to be missed in order to know how to make your marketing recipes timeless and long-lasting and keep your clients coming back for more. Looking forward to this and best of luck! Thank you for sharing.
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2 年Great analogy, Graham Constantine - it gives me a wide understanding about marketing.
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2 年Really great analogy Graham Constantine. It's too easy to go running off after every new shiny thing , especially when there's always someone at the ready to tell us THEIR shiny thing is the answer to all your marketing prayers! It takes a little experience (and maybe a couple of painful lessons) to realise exactly what you're saying here. And the cake analogy is perfect.