13 Rules For Digital Marketing
(So you don’t have to rely on luck)

Start with an informed blueprint. Research is the long drive. Testing sinks the putt

This approach  protects you from the once of the most insidious expenses in  business:

Waste.

Good research alerts you to opportunities and shows you where the oil is.

The Marketplace always has the last word

It’s  tempting to become attached to our pet ideas. In the end, our personal biases and subjectivity is always trumped by objective reality.

Plans are a place to start.  A hypothesis.  Once we are moving forward be prepared to pivot, adjust and steer.

Mike Tyson famously said “everyone has a plan until they get punched in the face”. Ideas and assumptions need to be tested against the ever-shifting realities of the marketplace.

the Marketplace  is speaking:

We help you pay attention.

The marketplace always has the last word.

Always be measuring:

(Identify vital metrics, measure from the start, manage your control points.)
The challenge of listening objectively is that the information we are exposed to tends to be biased by our desire to validate our existing beliefs. Using objective measurement metrics in our marketing frees us of the tyranny of our own personal neurosis. The numbers don’t lie. The trick is picking the right numbers to pay attention to.

Participate in the entire buying  process.

Do you find yourself wondering what to do next in process of nurturing a relationship? Identify where the client is in the buying journey and provide them with what they need at that stage. Your prospect simply wants to make the best decision they can given the resources they have available to them..

Jeffrey Gitomer famously said, “People don’t like to be sold but they love to buy.”

People need reasons to move forward

Understand that each stage in the buying process is a proposition that must be sold to the prospect. Would you like a prospect to finish reading your email? Tell them why they should.. People aren’t finishing your videos? . Want them to read the next sentence? Create positive expectation. .

Don’t present your prospect with a “uncooked ingredients”.

Don’t present your prospect with a maze or a puzzle. Above all be clear about your value, benefit and what the next logical step is.

Can you count on your prospect to patiently sort through poorly organized ideas on a confusing website? – Don’t count on it. Your marketing must use clear language carefully written so it can be understood. The prospect should always be presented with a simple “next step” with relevant and well-explained benefits. Don’t present your prospects a list of uncooked ingredients – give them a cake.

Your sales copy should present a simplification of the issue at hand.  Just as your product or service solves a problem by turning a complicated situation into a simple situation, your sales copy MUST NEVER complicate things.  Keep simplifying until you are left with the only the essential benefit.

Embrace Change

Accept and allow for changes and market inflections.

It’s discouraging to watch your ad creative go “flat” or the value proposition of your service to fall on deaf ears. Making peace with the constantly changing market and allowing for it in your marketing process lets you stay ahead of the inflection curve.

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