Stop using Marketing to drive revenue.

The marketing channel you use is just a vehicle… Whether its print, Direct Mail, Marketing collateral, Video content… All channels (should) converge at some specific goal… But if your goal is Revenue, I have some bad news for you…… You’re doing it wrong.?

Lets talk about the “influencer world” for a moment.

The average Macro "Influencer" on social media has 500,000 to 1M followers... But before they were slinging that new Probiotic Shake or organically sourced Mascara, they had one goal... Eyes. How’d they get that? A personality people could connect with.. and Content that was catchy, ?Your brand is no different.

?Now theres 2 buckets most marketing primarily falls into…

1. Personifying your brand

Personifying your brand focuses on the “This is who we are” sentiment, connecting with your target audience. Inviting brand colors, fun wall graphics in your stores, a qwerky video posted on Social Media…. The goal here isn’t revenue at all… its exposing a specific audience to the idea of “Hey, We are just like you” or “Hey, this is what our company values”.?

2.??? Promoting Products/Service

Whether your customer is in store, on social media, even opening a email campaigns, theres only one thing you need to focus on… Getting them to STOP and actually consume your message. Now regardless of the medium, the next few things are vital. Placement is a key element… Get in front of your customer at the right time in their shopping journey, and in the right place. If you use the same style graphics, the same bland content, in the same place all the time, people will eventually get blinders and ignore. This is obviously followed closely by the importance of Design & Content. Flashy Colors and an eye catching design is like a moth to a flame. (A sexy price point doesn’t hurt either ??). You're content needs to be the car accident on the side of the road people can't help but derail their vision momentarily for.

All in all, It brings me back to Elementary school English, and having to come up with an “Attention Grabber” to start a writing assignment. Because that’s the first step in marketing… grabbing attention.?

Don’t get me wrong… Revenue is key to growth… but revenue is the Repercussion of a campaign, it's not the goal..

The Goal is to create something that will STOP people. If you can get eyes,... the revenue comes organically.....