If I could give every marketer a pop quiz, it’d only have one question. What’s the most important element in a campaign – cleverness, appearance or relevance?
Please tell me you got the right answer. It’s relevance, of course. Every marketer worth their salt has learned that message by now; all the pretty and witty creative in the world isn’t going to hook your audience unless the message actually matters to them. Yet somehow, teams keep making that classic mistake. They focus on what they want to say, rather than what their buyers want to hear.
Dissecting your buyers might not be the most glamorous part of marketing. You might prefer to be strategizing for a new social media campaign or dreaming up taglines. Here’s the thing, though. Creating content is pointless when you don’t know who’s going to read it. It’s like buying a gift for someone you’ve never met. The gift will probably reflect your interests rather than theirs and you’ll be insulted when it’s not appreciated.
So before you invest in writing, design and production, make sure you know who you’re talking to – and where in the funnel you want them to hear it.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.