Clate Mask, CEO of one of the Inc 500’s fastest-growing companies, Infusionsoft.com says, “There are three, and only three, factors that really have an iron grip on the profits of any marketing effort. The smartest marketing minds on the planet have boiled these factors down to this simple, but incredibly powerful, formula: The Right Message… To The Right Market… At The Right Time!”
- The right message is found by using multiple messages at the same time. Each one specific to a certain type of customer you can serve.
- The right market is found usually by observing what your customers are doing. Deliver each specific message to the audience where it will have the most impact.
- The right time is found by listening to the prevailing winds of marketing and consistent repetition of your message.
Let’s say you sell compact cars and decide to take advantage of the RVer market. It’s a good market, but perhaps not an apparent one. RVers drive BIG vehicles, not compact cars. Let’s look for the right message for this audience. “Acme Compact Cars -Tow bar included. Available for most motorhomes. Call to see if yours qualifies.” Keep that running for a year in front of people that buy RVs and you will discover there is a right time for each customer.