What Is Good Marketing?

We’ve discussed the pitfalls of bad marketing, so let’s explore what constitutes good marketing—marketing that actually works. Just like good selling or good cooking, good marketing focuses on a few key elements. Master these, and you’ll be successful in any market, language, or location. Good marketing boils down to three core elements:

1. The Message: What Are We Saying?
2. The Audience: Who Are We Saying It To?
3. The Medium: How Are We Reaching These People?

Core Elements of Effective Marketing

1. The Message

A good marketing message must be clear, powerful, and persuasive. It should cut through the clutter of daily advertising bombardment. Avoid being boring or repetitive, and steer clear of low-effort claims like being the cheapest option. Your message needs to stand out and grab attention.

Key Points for Crafting a Message:

• Make it compelling and intriguing.
• Ensure it’s not something everyone else is saying.
• Never market solely on being cheap—it shows low effort and doesn’t add value.

Start by considering who you’re talking to and what would excite them. Understand your target audience deeply to craft a message that resonates.

2. The Audience

Knowing your target audience is crucial. You can’t create a message that speaks to everyone, so focus on a specific group. Tailor your message to the audience most likely to convert.

Key Points for Understanding Your Audience:

• Identify your target customer and tailor your message to them.
• Accept that your message won’t appeal to everyone, and that’s okay.
• Test different audiences to find the best fit for your product or service.

For example, if you’re selling blow torches, your primary audience will likely be men. While women can certainly buy blow torches, your marketing should primarily target the group most likely to purchase.

3. The Medium

Once you have your message and audience, you need to determine how to reach them. The medium you choose to deliver your message is vital. Social media has made this easier and more cost-effective than ever before.

Key Points for Choosing the Right Medium:

• Leverage social media for targeted advertising.
• Use retargeting and audience segmentation to hone your reach.
• In the past, reaching your audience involved costly methods like direct mail; today, digital platforms simplify this process.

Think creatively about how to reach your audience, whether through social media, email marketing, or other channels. Your choice should align with where your audience spends their time.

Practical Exercise

To apply these principles, here’s an exercise: Come up with two potential businesses and outline their message, target audience, and the medium for reaching that audience.

Example:

Business: Fine Dining Restaurant (Arunsudan)

• Message: “Treat your loved one to a truly world-class romantic fine dining experience at Arunsudan Michelin Restaurant.”
• Target Audience: Couples aged 35-55 with disposable income.
• Medium: Instagram and Facebook ads targeting a 50 km radius around the restaurant.

By focusing on these three elements, you’ll be able to create marketing strategies that not only capture attention but also drive results.