Lead Generation

Does Your Marketing Pass The “Purpose Test”?

In my experience, one of the biggest mysteries surrounding marketing is the lack of understanding by many business owners about what marketing is actually supposed to do, or its purpose. I have been asked this purpose question so many times that I have actually devised a very simple test to determine if a business owner is utilizing their marketing efforts in the most productive way.

So, here’s the million-dollar question: what is the purpose of marketing?

Marketing’s purpose is actually three-fold.

The first purpose of marketing is to capture the attention of your target market. It’s impossible to market to anyone until you can get them to listen to your messages.

The second purpose is to give your target market the hope that, by reading or listening to your marketing piece, it will give them enough information to facilitate their making the best decision possible when buying whatever you sell.

The third purpose of marketing is to lower their risk in taking the next step in the buying process so that you can further educate the prospect about what you do.

So, did you pass the test?

If your marketing isn’t doing these three things, then you’re not getting all you should be from your marketing efforts. And you’re probably not turning as many prospects into customers as you should be.

It’s really pretty simple.

All you have to do, as the business owner, is figure out what is important to your prospects, educate them about what constitutes the best deal in your industry, show them quantifiable proof that you actually provide that best deal, in terms of price and value, and communicate to your target in a way that they will pay attention to you, believe you, and take action on your offers.

But, here’s the problem. Many companies don’t give the consumer what they want. Instead of using marketing as an educational tool to facilitate the decision-making process, build a case for why they should choose your company, and give the customer a low-risk offer, most companies create marketing messages that basically say “buy it from us for no good reason and now, or we don’t have anything for you.” That’s why your prospects resist your marketing efforts.

Here’s a simple method to improve your marketing:

Get attention – with benefit-promising headlines

Educate your customers and prospects with messages that show them what they need to know about your product or service and why you can deliver this better than anyone else in the industry.

Provide a low-risk way for them to try you with a free trial, 100% money-back guarantee, free whitepaper, etc.

By understanding and applying the three purposes of marketing, you will earn more customers and generate more revenue for your business.

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Joe Constantino

about the author

Joe Constantino

Joe Costantino is owner of Business Marketing Success in Boston, a marketing company that helps professional service firms learn how to effectively market their businesses with a step-by-step marketing system. He is also a certified Duct Tape Marketing Coach and East Coast Regional Guide assisting in recruitment and training of new Duct Tape Marketing coaches. Joe also provides keynotes, seminars and workshops on a number of marketing topics. You can learn more about Joe at www.businessmarketingsuccess.com. Follow on Google +

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2 Comments

What, exactly, is marketing supposed to do? | Business in General December 1, 2009 at 11:37 am

[...] Read the full post here: Does Your Marketing Pass The “Purpose Test”? [...]

Toni Graeme September 10, 2010 at 7:27 am

Very good tips, thanks!!! I have no money for advertising my art prints and cards but have a great website and tremendous enthusiasm, energy and love for what I am doing. This is not a mass market product but I need to get it known to the traget groups I have identified , to promote the uniqueness and pleasure and collectability the art reproductions can give buyers. I have been very stuck on writing headlines and designing a one page intro/promo piece. Thanks for your tips - let's see if I can do it now :)

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