One of the worst marketing and promotions tactics (because Lord knows it's not strategic), is what I call "spray and pray." Spray and pray is when you create generic content and you just share it everywhere, every day, to everyone. This is the definition of dumb. Why? Because you are spraying a generic message to the masses and praying that someone purchases.
I learned this tactic in my first job out of college, Radio Advertising. You would be shocked to know that it was the companies with the smallest budgets using this method. This impacted me because as the newbie on the team, these were my clients. And if you know anything about advertising, it's a commission-based business, which means if your clients don't see an ROI, they aren't renewing their contract. Yet, if they see an increase in their sales, they almost always double down. While I wasn't quite an expert in Radio, I was a great student.
So I started studying the big boys' campaigns at my station. Because we were a cluster (meaning not just a single station), we had several different types of stations, with very different audiences. And what I quickly learned was that although the heavy hitters were purchasing ads all around, their messages were customized to each station's audience, and they were marketing different products to each particular station.
Instead of "spraying and praying" they were being super strategic!
I sat down with Producers, Copy Writers, and Account Managers to learn "the ENTIRE game." My goal was to understand the strategy so deeply that instead of being the Account Manager for radio, my clients now saw me as their Marketing Strategist because I understood how to maximize their impact across all mediums.
Although I had to learn the ins and outs of additional mediums such as peak times, pricing, and impressions; in the end, the strategy for all came down to 3 simple things.
Everybody is NOT your prospect. You also need to be seeking and adding new people to the mix daily. If your audience isn't growing, neither will your business. It's like trying to catch fish from a puddle vs a lake.
Your message has to speak directly to you people in such a way that they stop scrolling. Hence why generic lingo won't cut it. People need to believe you are speaking directly to them as an individual.
It doesn't matter if you have 100K followers and great content, if the product/service you are offering does not fill a need and/or want in their life, people won't hit the buy button.
In brief, CLARITY, and alignment are mandatory to build a prosperous business. The clarity of your Core Customer, Content, and Product/Service is what makes the difference between continued growth and/or being stuck and stagnant. The "game" is not complicated, but it does require studying the playbook before you dive in headfirst.
WHO AM I?
I’m Kandis Troutman, The Creative Architect. I'm a mother, teacher, and spiritual seeker focused on purpose walking and serving others. I help women activate their God-given power so they can transform their purpose into a prosperous business.
Thanks for reading my post. I try to publish new posts weekly, but I believe in leaving room for God, which means there are no guarantees. But check in often and let me know what content awakens your spirit and I’ll be more than happy to share my experiences.
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