How to Make a Killer Marketing Strategy (That Blows Up Your Business)

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Ever wonder how some businesses seem to skyrocket overnight, suddenly making millions of dollars out of nowhere? It might look like luck, but in almost every case, there’s a proven and profitable marketing strategy behind that explosion in growth. A strategy so simple yet so effective that I’ve been using it for years to build a system that works every single time… well, almost every time. (We won’t talk about that one exception.)

Today, I’m going to share this powerful strategy with you, break down the tricks that professional marketers use to make it work, and give you a 3-step process you can implement to grow your business faster than ever. But first, let’s dive into the brain science behind why this strategy is so powerful—and why other marketing tactics often fall short.

Why This Strategy Is So Powerful

The secret to this strategy’s effectiveness lies in a concept backed by research from a study conducted by Google, known as the 7-11-4 Rule. Here’s what they found:

Before a customer makes a purchase, they typically need about 7 hours of engagement or interaction, across 11 touchpoints, in 4 separate locations. By consistently showing up in front of your customers, you’re tapping into powerful psychological forces that make it almost impossible for them not to buy from you.

The Psychology Behind the Strategy

• Mere Exposure Effect: The more often people see something, the more they like it. Regularly appearing in front of your audience makes them more comfortable with you, which builds trust and ultimately leads to more sales.
• Commitment and Consistency Bias: Once people start engaging with your brand, they’re more likely to continue doing so. This means customers move from initial interest to making a purchase quickly, easily, and with little persuasion needed.

This approach, known as omnipresence, may sound like a fancy marketing term, but it simply means showing up in the right place at the right time. And trust me, it’s far better than showing up in the wrong place at the wrong time.

The 3-Step System to Grow Your Business

Now that you understand the power of this strategy, let’s dive into the 3-step system that will help you grow your business.

Step 1: Market – How to Identify Your Perfect Customers

We start with your market because if you’re not crystal clear on who your target audience is, you might as well be shouting into the void. This is where your Ideal Customer Avatar (ICA) comes into play. Think of your ICA as the marketing equivalent of a GPS—without it, you’re driving blind.

The Anatomy of an ICA

Creating an ICA involves three key components:

1. Demographics: Age, gender, income, education level—this is the basic information you need to gather.
2. Geographics: Where do they live? Understanding your audience’s location can significantly impact how you market to them.
3. Psychographics: This is where it gets interesting. What are their values? What do they care about? What keeps them up at night? Knowing these details is crucial for creating targeted and effective marketing messages.

Gathering ICA Insights

• Customer Interviews: Talk to your current and previous customers to understand their experience with your business. These insights are invaluable.
• Top 20% Customer Audit: Analyze your top 20% of customers—the ones who rave about you and are loyal to your brand. What do they have in common? Use this information to refine your ICA.

Creating a detailed ICA isn’t just a marketing exercise; it’s essential for making your marketing laser-focused and effective.

Step 2: Message – How to Craft a Message That Converts

With your ICA in place, it’s time to figure out what you’re going to say. Your message is what makes your customers stop mid-scroll and say, “Hold up, that is exactly what I need!”

Creating a Resonant Message

Your message should focus on solving your customers’ problems. People are more motivated to eliminate pain than to achieve future benefits. So, your message should heavily emphasize the pain points your audience is currently experiencing and how your business can make those pains go away.

Here’s a simple but powerful structure for crafting your message, known as the “Painkiller Profile”:

1. Where are your customers now? Understand their current situation and challenges.
2. Where do they want to go? Know their desired outcome and goals.
3. What will happen when they take action? Paint a clear picture of success.
4. What will happen if they don’t take action? Highlight the risks of inaction.

Step 3: Media – How to Deliver Your Message

You know who you’re talking to, and you’ve crafted a message that resonates. Now, where do you deliver that message? This is where choosing the right media comes into play.

Search vs. Discovery

First, decide whether your audience is in “search” mode or “discovery” mode:

• Search Mode: If your audience is actively looking for a solution, like Googling “how to stop my dog from chewing the furniture,” you want to focus on SEO, Google ads, or YouTube videos.
• Discovery Mode: If they’re casually browsing, like scrolling through Instagram, you need to catch their eye with engaging content that sparks interest.

Both approaches work, but if you have to choose one, consider whether you’re selling a want (discovery) or a need (search).

Choosing the Right Content Format

Different formats resonate differently with various audiences:

• Video: Engaging and dynamic, perfect for showing off your brand’s personality.
• Audio: Great for multitaskers who like to consume content on the go.
• Text: Reliable for deep dives into topics and excellent for SEO.

If you’re looking for the most bang for your buck, start with video. A well-crafted video can be repurposed into a podcast episode, a blog post, and social media snippets, maximizing your content’s reach.