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What’s Your Marketing Media?

In Dan Kennedy’s book, The Ultimate Marketing Plan, he defines the plan in simple terms as having the right MESSAGE for the right MARKET using the right MEDIA. He goes on to depict the plan with the following graphic:


What’s Your Marketing Media?

He also adds you can place a circle around the triangle and identify the circle as TIMING.

So in a nutshell, it’s the right message to the right market using the right media. In the past we’ve talked about message and market. Today we look at media.

What is Media?

When most of us think of media today, what comes to mind? If you’re like me we immediately think of the Internet. The media that we use today, naturally, is Facebook, Google, Twitter, and LinkedIn to name a few.

But is that it? Is the Internet all we need to get our message out? I think not, and in fact I’m in good company. In fact, Dan Kennedy doesn’t personally use the Internet. His companies do, but they don’t just leave it to the ether.

Media, however, isn’t just the Internet, media encompasses much, much more. Much has been written email, banner ads, newsletter, and content marketing. Let’s instead concentrate on “old-fashioned”, offline media.

Not too long ago, the go-to place to get information was The Yellow Pages. If you’ve had a business longer than 15 years or owned a business before the 21st century, chances are you had your business in them.

The Yellow Pages aren’t dead. If you’ve spent any time in a hotel room recently you probably found a copy of them in your hotel room. Even now, members of Glazer-Kennedy Insider Circle (GKIC) report great results get their message out using Yellow Pages. The key is to stand out in the crowd.

Much of direct response marketing today, the kind we see on the internet, is based in the direct mail industry. If you’ve used the Customer Value Optimization model we discussed recently chances are you probably already have everything you need to touch base with your clients.

If you’ve sold an item that requires shipping, you have the names and addresses of everyone who has purchased an item from you. If you’ve sent a CD or DVD to your clients as a LEAD MAGNET or TRIPWIRE, you’ve got addresses.

Direct mail can be used just like email to keep in touch with clients as well as send new offers and specials. The sky’s the limit when it comes to what you can do through snail mail. It only takes a bit of imagination.

Do you have a local newspaper? How about a local Nifty Nickel or something like it? How about GROUPON of Living Social? Placing ads and using premium offers increase sales.

Flyers, handouts, and business cards are other media that can be used to get the message to your market. Don’t rule out anything that could get your message out.

Testing Your Media

Whatever you use, it’s a good idea to offer premiums. Offering a premium and adding an offer code serves two purposes. One is to entice your leads; the other is to test what methods are working.

By tracking offer codes you can see which media is working and which isn’t. This is called split testing and helps you get the best bang for your buck when it comes to marketing.

Critical to offline marketing, just like online, is consistency. Sending out one email or one FB ad isn’t enough consistency to decide whether your marketing is working, or not.

Dan Kennedy goes into all three legs of the ultimate marketing plan each month in the GKIC. Take a moment and click on the “The Most Incredible Free Gift Ever” banner at the top of this page to see a free video for more information.


Get engaged with all three and you’ll be a lot more successful in your business.

Here’s to your success!

Got some successful offline media stories? Comment below.

Keith is the resident writer and troublemaker at Empowered Pros.
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