On August 6, 2011, the World Wide Web celebrated its 20th birthday. Amazon.com went online in 1995, Google was incorporated in 1998, and Facebook started in 2004.
Because online marketing is still relatively new, it’s easy to forget that people have been using direct marketing for more than 100 years. In fact, Montgomery Ward produced its first mail-order catalog all the way back in 1872!
One of the most important principles gleaned from those 100+ years of marketing experience is the famous “60/30/10 Rule.” If there is ONE THING that you should focus on and pay attention to in your marketing, this is IT.
The 60/30/10 rule says that there are 3 main factors that determine the success of ALL of your marketing efforts.
The first factor is the audience you choose to target and reach, which accounts for 60% of your total marketing success.
It doesn’t matter how great your products or services are, how well you package and present them, or even how good your deals are, if you don’t put them in front of the right audience, you won’t get good results. For example, even if you have the best cat food in the world, you won’t make many sales if you spend your time talking with people who don’t own cats.
The second factor are the offers that you present to your audience, which account for 30% of your total marketing success.
The most important part of your offer is your product or service itself. Is it something that your target audience really wants? Does it solve an urgent problem? Does it satisfy a craving or desire? Does it offer compelling benefits?
Your offer also includes other important elements like your angle or hook, the price, the payment options, the guarantee, the positioning and anything else that distinguishes you from your competition.
Your offer is important because even if you are targeting and reaching the right audience, if you offer something they don’t want, you’ll still get poor results.
But if you present them with a truly compelling offer, something they really want at a price they are willing to pay, you’ll obviously get MUCH better results.
The third factor is the way you present or communicate your offer, which accounts for 10% of your total marketing success.
This includes the specific words you use to describe your offer, the stories you use, the supporting design and images and anything else you use to communicate or present it.
To recap, in all your marketing efforts:
- 60% of your success comes from the audience you chose to target
- 30% of your success comes from the offers that you present to them
- And the final 10% comes from the way you present and communicate your offers.
The overall success of your marketing comes down to making the RIGHT OFFERS to the RIGHT AUDIENCE at the RIGHT TIME and presenting them in the RIGHT WAY. The more you can do that, the better results you’ll get.
And the most important factor by far is finding the RIGHT AUDIENCE for YOU and your business. That’s why Key # 6 in the report is so important, because the “Sweet Spot” of your business is where you’ll find YOUR ideal audience.
Share your insights and comments below…
A concise report that will give you a good edge in marketing, particularly to business owners who are both the product creators and chief marketers in their company.
Thanks Maurice. I agree that marketing should be involved in every step of product creation.
A great article that gives oneself the right competitive edge. In the current complex world, knowing your customer and knowing what they need is the most important activity of marketing. Reaslising that these needs will also change with time is another. Thanks for sharing.
Absolutely! Making compelling offers to the right audience is a great way to stand out and give yourself an edge.