If you want more customers: PLEASE stop doing this…

This will sound strange.

I'm a marketer. I'm immersed in the field of "building awareness," and I'm going to say something contradictory...

DON’T JUMP INTO AN AWARENESS CAMPAIGN!

You might be wondering why…

In today’s sea of marketing, there’s a lot of talk about casting wide nets and reeling in audiences. True it’s easy to get hooked on all that, but let me let you into a fishy secret that often swims in the face of far too much marketing...

The Secret That Get’s Overlooked When Marketing

Communication, the very essence of awareness, constitutes only 10-15% of the marketing challenge. It's akin to putting lipstick on a Monkfish – making something look good without evolving anything beneath the surface.

And therein lies the paradox.

We're seduced by the shimmering surface of being visible, and spending endless hours refining the aesthetics of looking good, only to realize that the real challenges lurk beneath the surface and hidden from plain sight.

Scratching Beneath The Surface Examples

As the director of a speaker agency, I get countless speakers prospecting me, with the desire to get more gigs, because they recognise that more gigs create more awareness. But a minute or two scratching beneath the surface will usually reveal these speakers are actually focusing on the wrong thing.

In surveys done through my work for the radio station, Sedgemoor fm, the data show us that in the marketing funnel, almost all the marketing money spent by businesses in an effort to grow have sadly been misspent.

So, let me scratch beneath that surface and give you some real insights...

Where The Real Battles Of Marketing Are Won & Lost

Let's delve into the often-unexplored realms of marketing, where the real battles are fought and won:

1.???? The Big Net Imagine casting a wide net into the vast sea of potential customers, hoping to catch whatever comes your way. This wide net approach rarely yields meaningful results, because the holes in the net can be too big for some fish or too small for other unwanted fishes! To begin with it makes sense to understand a bit about all the fish in the sea… Effective segmentation involves understanding the nuances of your audience, identifying distinct groups, their sizes and their specific needs and preferences.

2.???? Baiting The Hook To Catch The Fish It's not just about reaching people; it's about reaching the right people – or continuing with our analogy… fish. In a world inundated with information, ensuring your hook catches the right fish means putting the right kind of bait on the hook. ?Marketing messages are no different. But here’s the thing…

How can you bait the hook, if you don’t know what fish you are baiting it for?

Generic outreach might give the illusion of visibility, but it's a mirage that leaves your true audience untouched. For example, if you want to catch Salmon there are specific places where Salmons hang out. It’s the same with prawns.

People are the same. Women hang out in certain places. Men hang out in certain places. Kids hang out in certain places. People of certain ages do certain things. People in certain jobs like different things. So…

Tailoring your message to these segments creates a resonance that transcends generic marketing noise, forging genuine connections with your ideal customers.

In a recent survey for Sedgemoor fm we found that we resonated highly with different groups of shoppers. We resonated at 36% with one group and just 12% with another. If we want to appeal to the 12% (and I’m not sure we do) we can now choose how we approach them.

3.???? Brand Positioning How many times have we witnessed brands with visually stunning campaigns that fade into the background noise?

The issue is not the lack of visibility but the absence of a compelling brand position. Without a distinct identity, your brand risks becoming just another echo in the crowded market, no matter how loudly you shout.

And let’s be honest… this isn’t just about having a lovely logo or a nice-looking website. In truth, brand positioning is about the most desirable perception your products or services conjure up in the minds of your prospects. It’s also what sets you apart from your rivals based on factors like pricing, features and your values.? In essence, your brand becomes the bait on the hook – what you say, how you say it, how you look, how you make people feel.

Can You Be Seen & Heard?

The world of marketing is noisy.

Very noisy!

Imagine a motorway where all the lanes are full of brightly coloured cars, with all their lights flashing and drivers honking their horns. That’s Facebook, Insta, TikTok, X and even LinkedIn.

Everyone is vying for attention.

That’s why you have go to where the real battles are fought and won – in the trenches of segmentation, targeting and brand positioning.

The challenge is not merely being seen, but being seen by those who matter, and being remembered for something more profound than a fleeting visual impression.

Consider this: an awareness campaign may garner likes, shares, and comments, but does it forge real connection with your ideal customer? Does it position your brand as the solution people are really searching for?

Does it narrow the target market and bait the hook?

These questions lie at the heart of marketing's hidden challenges.

In Conclusion

Let's acknowledge the discomforting truth – that beneath the glossy exterior, real marketing challenges exist and demand our attention and strategic prowess.

We need to make a lasting impact that transcends the ephemeral allure of awareness.

It's time to shift our focus from the visible to the essential, from the surface to the depths and truly master the art of marketing. I pride myself on taking customers to a point of being sold out – I mean where demand meets the ability to fulfill. It’s an approach that takes a little time. It requires a bit of patience, but it is always worth it in the end. If you would like to know more, reach out to me. ?

https://www.dhirubhai.net/in/neilfellowes/