Marketing is both a science and an art. It is a science in the sense that it requires careful analysis, hypotheses, and experimentation to build a great campaign. And it is an art as it demands untraditional creativity and outside the box thinking. The best marketers balance the two mindsets and, together, create comprehensive communication strategies to deliver products that sell really well. When executed correctly, the result is engaging and effective. But when run poorly, things fall apart quickly.
While a lot has changed in the marketing space over the last decade, there are still several core principles that influence the profession. Jay Abraham, one of the world’s most well known and talented strategic marketers who has worked with over 10,000 top clients in more than 400 industries, dubs these essential principles his marketing secrets that can help your business start making more money today.
I sat down with Jay and asked him to share a couple, here is what he had to say:
1. Look Where No One Else Is Looking
It is much easier to win a space when you have no competition. That is the basic idea behind heading towards new or overlooked at industries.
Jay always looks for “hidden assets (both tangible and intangible), and underperforming areas of business that no one else recognizes. You can use your unique, personal depth of empirical experiences to have an unfair advantage and truly dominate a space.”
Along the same lines, you can more easily market products by employing unconventional marketing strategies.
“If you use the same tactics as everyone else to market your product, then no one will remember you. Your product/company will merely get lost in a sea of other products because you are all doing the exact same thing. Instead, try something different.”
It may go against, or even be opposite, of what others are telling you to do - but sometimes going with your gut and thinking outside the box can do wonders for differentiating your product. So always keep tabs on where the marketing space is headed and what you need to be doing to ensure you are ahead of the curve.
3. Reverse Engineering
Strategic marketers do not just randomly throw together plans and hope they will work. Jay says that strategic marketing is “marketing this very masterfully reverse engineered from the beginning. Everything is designed to either flow together and advance and enhance nad exponentially multiply each element’s effect. Each element is designed to access, impact and engage the prospective client or the buyer.”
There is no piece to strategic marketing that is performed uncalculated or with randomness. Instead, decisions are made based off of hard numbers and science. Start by approaching the problem carefully, and from there, you can reverse engineer a methodology that makes sense from both a numbers and creative stance.
4. Be Data Driven
Every marketing leader has an opinion on best practices and how you should go about growing a company. But at the end of the day, no single person’s thoughts really matter so long as they do not drive results. And that is why data and building data-first companies is so important.
Jay told me that when he starts consulting for companies, he looks at all aspects of the data stream. “ I look at media, how media performs, how many ways the media could be made to perform better. I look at how the competitors are doing things. I look at our costs and allowable costs. I look at what it would like if we had a different development stack. I look at how we can drive revenue. I can go on and on, but is that a good start?”
Case in point, you really need to look at all the numbers before you can go on and build a comprehensive strategy. The only way to get the full picture is to consider all of the data.
5. Always be Improving
The thrill of running a company comes with the idea that things are always changing. There is no such thing as a “stable” company, especially when your goal is to grow exponentially. There are no recipes or formulas that you can follow indefinitely that will guarantee you this success. To counter this inevitable change, and build a sustainable future for their companies, the best marketers build in plans to constantly track and measure their success.
“Everything you are doing can be continuously examined, measured and either modified, adjusted, improved, expanded or replaced depending on whether it conforms to your expectations or not.”
That really is one of the most important aspects to marketing - you have to be willing and ready to make changes quickly as you test your assumptions and constantly adapt.