This Is The ONLY Job For Your Marketing

What’s The Purpose Of Marketing?

Peter Drucker, one of the greatest management gurus ever, said –

“The job of marketing is to make selling superfluous, to make selling unnecessary.”

An effective marketing argument makes selling practically unnecessary.
Effective marketing makes selling practically unnecessary.

This idea really opened up, first and foremost to me, the fact that marketing and selling are two completely different activities.

The Most Important Question When Marketing?

Everything In Your Marketing Should Be Designed For One Purpose…

Everything that we do, and say, and show, and present in your marketing campaign is designed to do one thing –

And that one thing is establish that marketing thesisis make sure that your prospects have that one belief.

The Big Marketing Idea establishes one belief in your prospect's mind.
The job of your marketing thesis is to establish the “one” belief your prospects need to get them to buy.

See, really, the whole marketing campaign, the marketing message is all about:

Stop Sounding Hype-y And Do This Instead

Stop Marketing Like Everyone Else

“The marketing itself doesn’t need to be that great, when you’ve got a great idea.”

Todd Brown

You know, the really interesting thing, man, is that we’ve all seen marketing, that is hype-y, hyperbolic, loaded with adjectives, and adverbs, and just feels obnoxious and in your face.

And often times, that comes from having…

Does Your Marketing Have A “Big Idea?”

A Big Marketing Idea Is An Idea That Is Both Intellectually Interesting As Well As Emotionally Compelling

What that means is that it resonates on an emotional level, it stirs emotions within your prospects, but it’s also an idea that is intriguing from an intellectual level, an intellectual basis, and so it appeals to both the head and the heart.

Big Marketing Ideas are emotionally compelling
Big Marketing Ideas are emotionally compelling.

It’s not just a logical intellectual idea, and it’s also not just some promise of benefits on purely emotional, it it is appealing to both the head and the heart.

And therefore…

The Murderer’s Marketing Criteria

Part 1

Murderer's Marketing Criteria by Todd Brown

I want to show you the single most important thing about generating response with your marketing in 2018.

Now, I’m not talking about some tactic, a new strategy, some whiz-bang app, or a plugin, or anything like that.

This is much more foundational to your success.

You need to understand this before you sit down to engineer or craft any piece of your marketing campaign.

To make this point, I’ll share a movie clip with you.

Possibly The Most Valuable Copy Dissection I’ve Ever Shared…

[Part 1]

Copy Dissection with Todd Brown

I’m going to give you a glimpse into the evolution of a Big Marketing Idea.

This is from the financial publishing world. In fact, this is from our friends over at Agora Financial.

I want you to understand where it began. I want you to see how the copywriter came up with this incredible big marketing idea from a simple product, from a simple idea.

I also want to show you a mock lead that I wrote for this same promotion and the difference between my idea and lead, and the final idea for the actual promotion and lead that the copywriter for this promotion came up with.

Today in Part 1 I’ll show you my lead, and in Part 2 we’ll compare with the actual idea and lead that was used for this promotion.

I want you to see how much better his idea is than my idea and hence why his lead and promotion is ultimately that much better than mine.

I want you to see a couple things:

I like to TASTE my marketing…

Todd Brown Marketing Blog

My younger daughter digs cooking.

Me? Eating.

But I’ve watched enough episodes of Hell’s Kitchen to be able to offer her some guidance.

“Taste your food frequently as you’re cooking,” I tell her. “This way you can catch anything you may have missed or left out, early.”

Gordon Ramsey would be proud.

Oddly enough, it’s pretty much the same advice I share with entrepreneurs about their marketing.