The Marketing Intention Test

Forget what you know about the four Ps of marketing — product, price, placement, and promotion — the elements of the marketing mix. Those elements are useful when planning your strategy, but they just don’t get to the heart of what marketing is all about.

The focus should be on what really needs to be accomplished to get more customers knocking on your door. It’s great to have an objective of increasing revenues, but exactly how do you intend to accomplish that? Before you begin to execute your strategy, put your plan to the “Marketing Intention Test” — weigh each action you’re planning to take against the following questions to determine if you’re on track.

Is Your Company Visible?

If your target audience can’t find you or see you, then it’s like being in the middle of the wilderness. If the prospect doesn’t know you exist, then it’s impossible to be top-of-mind when they’re ready to buy.

Do You Have Their Attention?

Visibility by itself means nothing. You’ll have to capture your target audience’s attention by getting them to listen to your message once they find you - and do it quickly. They have a problem that you can solve — have you communicated that?

Do You Give To Get?

This all about connecting and engaging. The best way to do this is to educate, not with “in your face” selling. This gets a conversation going. Give them hope and let them know you understand their problems with solid information. You’ll build trust this way — and help them make a decision in your favor.

Do You Have a Clear and Irresistible Offer?

Ultimately we want prospects to take an action — pick up the phone and call, download a white paper, schedule an appointment, buy a product, etc. This call to action must be clear, concise, and compelling.

This is purpose-driven marketing. Did your company pass the test? If so, you’re well on your way to getting more customers and generating more revenue, faster.

Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com