I am not too sure whether this is a marketing tool? Whatever it is, you should know about it. It works.
And I admit that it is not my own marketing invention. It was developed by top direct marketing consultant, Dan Kennedy and is used by 1,000s of marketing professionals worldwide – with considerable success
The Results Triangle is alarmingly simple and consists of three elements: Market, Message and Media.
How you think about each ‘M’ and how to use use them collectively has a direct influence on the results.
As I explain below, for this marketing tool to work, each has to be congruent with the other. Not always an easy task.
1. Market
Define exactly who is your target market. Most companies tend to talk about themselves and what they do without a clear idea of WHO they are talking to.
Approaching your market is akin to hunting. You are not going to have much success unless you know a bit about their habitat, what they like to eat and where they sleep etc.
To think like your prey, you have to do some research. Only then do you start to have a clear idea of what they love, like, hate and need.
Take fishing. How can a self-respecting fisherman expect to get a great catch unless he has a clear idea of the type of fish he is after and the type of bait he needs to catch it?
2. Message
Your message is your bait. In most instances, the message you send out is too general. Probably because you have not clearly defined to whom you are talking.
You have to match the bait to the taste of the prey. It’s called ‘message to market match’.
This is the most important part of the marketing tool.
Your bait might be a free report, free evaluation, free video tutorial, free CD, a trial of your product, service or thing – something that is tailored to the needs of your prospective client.
Depending on the size of your business, you may need multiple versions – each with slightly different tailoring.
The bait must look and sound appealing. It has to give a sense of what it delivers.
‘How to cure insomnia’ is dull. ‘How to have a relaxing night’s sleep, now and forever’ is better – it promises something positive.
3. Media
You and I are ‘touched’ by up to 4,000 different bits of media every day and we are more predisposed to respond to some than others.
No media is any better than another. The trick is to know which media to use so that it is congruent with WHO you are trying to reach.
Financial service flyers on the windscreen of cars in a car park is probably not going to be a huge success. A targeted sales letter with the offer of a free evaluation, together with an audio CD about how to make a tax saving, is going to produce better results.
This is because one size does not fit all – effective marketing is tailored in favour of a specific audience.
Most companies are lazy and only use a couple of types of media. Instead, use as many as possible to effectively carry ‘the message’.
Those that fail to do so, risk sending out messages that become stale, dull and repetitive. And in the end – forgettable.
Marketing Tool Objectives
The results triangle is easy to abuse.
You can have the right message but you send it to the wrong market and with the wrong media. Or, you have the right market but a poor message and weak media.
Your objective in all instances is right market, right message and right media.
And you know when you have got it right. The results speak for themselves…
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Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!