Since the 1950s, the foundation of marketing has been the Four Ps: Product, Price, Place, and Promotion.
While the internet has changed and marketing strategies have taken on a new look, and many new ones have popped up, these four elements are still at the helm of an effective marketing plan.
With this is in mind, Danny Brown has developed his own marketing strategy: PITS (Persuasion, Intent, Traction, and Sketchability). I added my take on his strategy.
1. The first and probably the most important in any marketing plan is Persuasion.
It goes back to the question: Which is more important, the product or the sales copy?
While you absolutely need a quality product, if you don’t have effective copy ‘selling’ that product, it won’t go very far.
It’s the copy that allows the reader to envision what the product can do for him – it paints the picture.
It’s the copy that will guide and motivate the reader to take a desirable action – usually leading the reader down the YES funnel to your call-to-action (CTA). In other words, it will result in conversion.
Along with these qualities of persuasion, another benefit or power of copywriting is it’s evergreen. It’s one of those marketing tools that is universal and will always be needed.
2. Intent is the second on the list.
Intent can be compared to targeted leads. They’re people who are more likely to take action and actually subscribe and/or buy. They have intent. And, it’s these people you need to target.
According to Brown though, there are two camps of potential customers: Consider and Intent.
We’ve already established that those with intent are more likely to buy. But, it’s just as important to get those in the Consider camp over to the Intent camp.
To entice those ‘on the fence’ people to take the plunge, you need effective copy. You need persuasion.
This can be accomplished through powerful CTAs that may include time-urgent copy. An example of this is: This offer expires in 3 days. It may also include copy that triggers your readers’ wants, desires, or needs.
It’s also accomplished through storytelling. You need to make a connection, show how you were once there and how you can help them move forward now.
3. Next up on the list is Traction.
I consider traction the marketing strategies used to get your product out there. The strategies you use to create and build visibility. This includes getting people interested in what you’re offering.
How is this done?
It’s pretty much done through the current basic marketing strategies available: content marketing, website optimization, social media marketing, and email marketing (all of which falls under inbound marketing).
4. The last on the list is Sketchability.
I equate sketchability to flexibility and adaptability. You need to be able to adapt to new circumstances and the ever-changing marketing arena.
This pertains to your products and marketing strategies.
Products evolve. Or, they may lose their need or importance. If this happens, you need to be able to: Reinvent your product or create a newly desired / needed product.
A great way to have your finger on your audience’s pulse is through communication, such as initiating:
– Online Q&As
– Live events with Q&As (online and in person)
Summing it Up
No matter what the terminology, there are fundamental marketing strategies that must be adhered to in order to:
1. Create a ‘quality and wanted’ product
2. Get that product visible
3. Motivate your audience to action
The strategies listed here will do the trick.
To read Danny Browns article, go to:
Is Your Marketing the PITS?
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This post was originally published by Karen Cioffi at: