Marketing, Simplified

Aaron Hoos

I talk to a lot of business owners.

Many are baffled by marketing.

It’s not their fault. The world of marketing seems complex… to the point of being confusing and even overwhelming to some.

It’s made more-so by the constant barrage of gurus who promise that if you “hustle” hard enough and use [whatever their specific method happens to be] you’ll win the game.

But that’s BS.

Want to win at the marketing game?

Here is marketing, simplified…

MARKETING, SIMPLIFIED

Step 1. Find the people who have the problem that you solve.

Step 2. Build a relationship with those people.

Step 3. Tell them about your solution.

Step 4. Get better at telling them about your solution.

That’s it. That’s marketing. Four simple steps.

Just do those things, and get progressively better at it, and you’ll master marketing.

The key points are NOT which platforms to do it on, or how often in a day you should do something, or how much you should spend, or what keywords to use.

Those are factors but the most important pieces are: (1) the solution you have, (2) the relationship you build, (3) the act of telling others, and (4) your progressive improvement.

Boom. There’s your marketing plan.

MARKETING MASTERY IN DETAIL

Let’s dig into those four steps in greater detail…

Step 1. Find the people who have the problem that you solve..

First, this presumes that you have a solution to a problem—something of value that other people want or need.

Next, you need to find the people who need help. I can’t tell you how to easily do that in this blog post since it’s often specific to your audience. Building a presence on social media is a great start. Advertising on social media is also a smart move. It won’t hit every potential audience but chances are you’ll find some.

And no, there is no panacea. A viral video or SEO optimization or retweeting memes is not going to do it.

Step 2. Build a relationship with those people.

As you find your audience, connect with them. Use empathy and establish rapport. Don’t be weird, be a human being and connect with other human beings as if you were at a social gathering. People don’t like being marketed to in a gimmicky way; they want human interaction.

Step 3. Tell them about your solution.

Use a compelling promise, urgency, risk reversal, and other copywriting strategies to tell your audience about how you can help them.

(Want to make sure they really get what you’re offering? Use this Value Gauge to help them understand the return on the investment of their purchase.)

Step 4. Get better at telling them about your solution.

Now, go back and look at how you are telling them. Use analytics to understand the answers to questions like:

  • Are people buying?
  • How many people are buying?
  • How much are they spending?
  • When and where are they buying?

That’s it. That is marketing.

If you want to take it to the next level, draw it out in a simple chart (called a Sales Funnel) and look for ways to do more of each step, and to get constantly get better. (You can master your marketing by mastering your sales funnel. Do yourself a favor and check out my short blog series called Sales Funnel 101, or pick up a copy of my book The Sales Funnel Bible.)

Here’s the best part: you don’t need to do anything extra or invest in anything more. You can start marketing right now (even before you have a product or service). Just go out and find someone with a problem you can solve and strike up the conversation with that person about their problem. Ask them questions. Listen. Engage. If they ask you how to solve the problem, tell them. Even if they don’t ask right now, that’s okay because you have gained a great contact and invaluable information about the problem.

SUMMARY

Marketing is not magic. It’s not even that complicated. Marketing is simple. It’s just these 4 simple steps done over and over through trial and effort, without tricks or mystery… simply to connect with other humans and to tell them about how you can help them.

A marketing master is not someone who has more tricks up his or her sleeve; a marketing master is simply someone who has figured out how to do the four steps listed above and does those steps increasingly well.