Marketing is a bit like baking a chocolate cake…
If you were to take the recipes from 5 or 10 Michelin-starred chefs, throw all the ingredients from every recipe into a big mixing bowl, you would end up with a gooey mess that would most likely taste disgusting.
Because each chef works out how the ingredients and cooking time and cooking method work together to produce their version of a “perfect” chocolate cake.
And each chef samples the ingredients frequently when mixing and checks frequently once the mixture is in the oven, to produce a great-tasting cake.
And, it’s the same with marketing.
At it’s best, marketing is about having lots of different recipes, combining the ingredients creatively for your unique business and testing mixtures frequently to discover what produces results.
But, I’m curious…
How many cakes are you cooking with your marketing?
And do the cakes taste sweet?
Most business owners know that they need marketing to generate new leads through taster sessions, or downloads, or trials, or appointments or online transactions, depending on your funnel and sales process.
And if you are doing any marketing at all, you can measure the results of the experiments you have tried so far.
And test new recipes in the future.
You can document the specific audience that you targetted, the specific offer you made to them, and the specific message you utilised to deliver that offer.
These are some of the ingredients you will need…
- Your baseline, or starting point when you run the first tests
- The hypothesis that you are testing
- Measurements of the results which you have achieved on completion of the first test
And when you have evaluated your results compared to your prediction, you’ll be able to taste how well you baked the cake.
Seems simple, and yet I have spoken to several business owners of late who miss out one or more of these key data points. Many think of their marketing as “trial and error” or “hit or miss” so they don’t baseline, or document their hypothesis, or measure the results precisely.
One recipe, which has evolved from loads of different client projects and which we have tested extensively is…
The VCBP Recipe.
This recipe contains 4 satisfying ingredients…
Video : We create a Storybrand video to frame the Opportunity.
Here are links to 3 examples of StoryBrand videos (The first is ours, the second we scripted, recorded, and edited for a client, the third we scripted and the client recorded and edited).
https://www.linkedin.com/feed/update/urn:li:activity:6684126741038022656/ (videos run on mute in LinkedIn by default so you will need to unmute to hear the script by clicking on the loudspeaker icon)
Case Study: We write a compelling case study to show the Transformation that you offer.
The best way to show the transoformation that you offer is by revealing what you do, in context, with a very specific example.
Blog: We create content to reveal the Experience of using your Unique Process to achieve the results that you promise.
This blog is the content we produce for our business.
Pitch: We pull everything together into a compelling presentation to deliver your offer to your target audience in your most effective media.
One needs to articulate the offer in order to close the deal and win a new client.
“Never stop testing, and your marketing will never stop improving.” David Ogilvy.
Baking the Perfect Chocolate Cake.
Marketing is a bit like baking a chocolate cake
How do you know that you are using the right marketing recipe for your business?
And how do you test different ingredients to make your results even better?
And how frequently do you check to see how well the cake is cooking?
We specialise in designing marketing campaigns which combine science and art to make delicious, nutritious, filling cakes.
So, you can eat well.
Book a chat to get a taste of how we can help…