The Marketing Triangle
The first core concept is the “Marketing Triangle,” or the Three M’s – Market, Message, and Media. Every single marketing or promotion effort is constructed upon these three pillars. Like a three-legged stool, if one is missing, the entire thing collapses
Market: Your people. Those most receptive to what you have to offer. If you cannot write several pages about them, then you need to get to know them better. They also have a secret language that they use among themselves.
For example, Cricketer might use the word “Drive” when referring to a particular “shot.” Marketers use words like “copy” and “conversion rate.” Digital practitioners might refer to themselves as “DPs.” Most people on the outside would not have a clue what the people within the group are talking about.
Find these people, where they converse, where they hang out online (and in real life).
Message: Every single marketing campaign is built around your message. Sometimes this is one message, but in practice, it is usually several. Your message can refer to anything you send to your target market: the comments you post on photos, the direct messages or tweets you send, the automated messages received by new followers, the email pitches you write.
Identify these “touchpoints” of communication and write them out. The goal is to further the relationship towards a point of measurable action. Sometimes these messages, when automated, rely on spin syntaxes. We’ll cover that later.
Media: Every medium or form of communication comes with its own set of rules. For instance, Instagram does not allow links. Facebook groups come with moderators breathing down your neck.
Public speaking allows you to establish “know, like, and trust” in an accelerated fashion (which is a strength). But once they leave the room and drive home, we’ve lost them (which is a weakness). So we need to find a way to followup with them using another media.
Email outreach allows us to write longer, more detailed messages than say, Twitter, which limits our message to 140 characters.
We thus need to tailor our message and strategy in a way that suits the rules of our chosen medium and plays to its strengths with consideration to its weaknesses.
Sometimes, we can get two of these three rights, but if the third one misses the mark, a campaign will fail to achieve the results we desire. But when we dial in all three, we hit the sweet spot and our campaigns succeed.
May 20, 2020