Lake San Marcos Resort
& Golf Club
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The Twelve Laws of Successful Marketing Communication
by Don Metznik, Creative Logic Marketing Services
Whether we admit it or not, we all have a personal philosophy about marketing that drives our decision-making. Since we are unique and are the product of a unique set of experiences, these personal philosophies also tend to be unique. The question is, “Are they effective?” or, stated differently, “Can you rely on your personal view of marketing to make optimal decisions?”
The Twelve Laws of Successful Marketing Communication attempts to identify the immutable marketing constants that, if followed, provide the greatest opportunity for marketplace success. Certainly, there are phenomenal successes that have broken all the rules. In the long run, though, you need an approach that will consistently provide the greatest likelihood of success—optimized marketing ROI.
The Twelve Laws are not intricate analytical models. Rather, they are composite observations and facts about human behavior and human nature, validated through hands-on experience with corporations and clubs. They are culled from a career in marketing and a fascination with what works and why.
1. The Primary Marketing Law: Relevance
.jpg?i=061808170343) The primary or transcendent marketing law boils down to relevance: a relevant product or service communicated to a relevant audience in a relevant way. This spells success. All else is mirrors and waste.
The critical question is, “Why should anyone want your product or service — what’s in it for them?” Some answers are obvious: it’s unique, it’s convenient, or it’s the best or least expensive. Often, it is not so easy to identify relevance. Trade-offs must be considered. Marketing relevance may also change over time or under different circumstances. It’s up to the marketing professional to recognize relevance, and top management to demand it. Nevertheless, the only relevant question is why (now and under current conditions) would my target want this particular product or service? How it is relevant to his or her life? If you can’t answer this in a meaningful, simple way, don’t waste resources on guesswork.
2. The Law of Self-Interest
The consumer is interested in himself or herself only. The degree to which you take the eye off consumer self-interest is the degree to which campaigns under-perform. This happens, for example, when individuals or clubs develop materials with primarily their interests in mind or when a marketing effort lazily adopts the “Ready, Fire, Aim” approach.
3. The Law of Consumer Differences
All consumers are different. Club members are first and foremost consumers. This has two important implications. First, marketing must identify segments that share common characteristics. Although segmentation is a standard marketing practice, there is a practical limit to the degree to which the target audience can be segmented. This is a function of communication alternatives and their cost. The second implication deals with the following: to give your segmented message its greatest impact, ruthlessly remove all communication elements that get in the way of the core message “Buy me (or use) me because…”
4. The Law of Expediency and Diminished Attention (Also known as the Law of Triggers and Cues)
The faster, and more consistently you communicate relevance the more success your efforts will have. The longer you take to get to your message the less attention that will be paid to it. This is because your subject will be bombarded by other messages (and life in general) screaming for attention. Sometimes triggers or cues can communicate relevance faster than descriptions. Cues and triggers are shortcuts and are very efficient communication devices. Identify and use them. Consider, for example, how a Godiva chocolate on the pillow of a hotel bed can instantly communicate a superior level of attention and refinement.
5. The Law of Effortlessness
The truly relevant communication will be effortless because the target will be met by a perfectly understandable message at an appropriate time and place. Anything less than effortlessness is a flaw that needs to be corrected. The test for effortlessness is the degree to which one has to work at comprehending the message.
6. The Law of Headline Effectiveness
Headlines exist for a very practical reason—they work. This is because they communicate immediate relevance. The people you are trying to reach prefer information in a consistent, logical way. A headline is a metaphor for the clear, instant communication of relevance. If you have something relevant to sell, or say, you do not need to tease, cajole, or trick someone into considering it.
7. The Law of Identification
If you don’t tell the consumer who you are, they won’t know who you are. Every piece of communication should clearly identify the provider of the benefit or attribute. One way to understand this is to view examples that violate this law. These include small brand names in large ads, hard to find logos, or fonts that are too small to be read without a magnifying glass.. At the least, each potential customer should know who sent the message. Beware the design artist who tells you that your name gets in the way of the message.
8. The Law of Solutions
People want solutions, yet many communications focus too extensively on the problem. Why? Because problems are more fun to communicate. The next time you see a problem/solution ad check this for yourself.
8a. Sub-law: “Slick” is not a Solution
A “slick” ad or communication is usually overwhelmingly attractive, possessing
what the ad industry calls production values. These may include extensive digital
effects, complex graphics, or complex metaphorical images. The problem is not
in production values, which are neutral, but in relying on production values to
substitute for substance, clarity, and relevance. When production values dominate,
the presentation overwhelms the message, or in many cases substitutes for it.
There is nothing wrong with professional design, layout, and brilliant ideas - these
should be standard—just don’t let them take the place of relevance.
8b. Sub-law: Their Can Only be One Hero
If your product or service is not the hero of your communication then your
message has lost relevance. The hero is what the target audience remembers.
Dominant visuals, humor, and celebrity endorsements are just a few of the
communication devices that can rob your message of value when they are
remembered over and above your product or service. They can be used
effectively, of course, but not in the hero’s role.
9. The Law of Visual Dominance
The eye can process more information than the ear. In general, use visuals to do the lion’s share of your communication or, at least, account for the dominant impact of visuals. One exception, however, recognizes the evocative power of music; production professionals (this was taken from an Apple.com tutorial) will probably tell you that it is better to have great music with mediocre visuals than great visuals with mediocre music.
10. The Law of Manipulation
You can manipulate some people some of the time but in the final analysis, all manipulation is short-term folly. Illusion cannot long substitute for reality. Identify the real substance of your product or service and communicate it without distortion.
11. The Law of Critical Mass
Rarely will a $10,000 action generate a $1,000,000 return. Get real about expected results when budgeting your marketing program.
.jpg?i=061808170343) 12. The Law of Message Integrity or Branding
Think of two salesmen. One is impeccably dressed; the shoes are polished, the suit is pressed, and the tie complements the shirt and the occasion. The other salesman seems a little out of alignment. One or more critical pieces to his appearance are either missing or are inappropriate.
You (your product or service, business or club) are that salesperson. Your communications (include all customer or member “touch” opportunities including phone greetings and the appearance of your facilities) either hang together to support a central message or they clash and deliver a weak and confusing message. Some call this branding. One way reduces your media and communications expense, the other way increases it. Unless you have unlimited resources and can afford “media by the ton” practice message integrity to minimize expense.
Author’s Note
Reduce unnecessary risk, minimize expenses and give yourself the greatest opportunity for long-term and consistent success by following these marketing laws. At the point when you must commit valuable marketing resources to grow and protect your business investment, ask for the laws or philosophy upon which marketing recommendations have been made. If you can’t get an answer you understand and are comfortable with, hold off on your decision and hold on to your corporate or club wallet.
Don Metznik, MBA, is career marketing professional who provides interim marketing services and marketing, advertising, and Internet solutions for business and clubs. He is a member of The Yale Club of New York City, and has experience at the boardroom and marketing director levels. He can be reached at: don@metznik.com. For more information visit: http://www.metznik.com
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