Those who can, do; those who can't...
A couple years ago, I was working with an online fitness brand. This was the beginning of the post-pandemic era when companies like Peloton, who sat on top of the world for a couple years, were seeing a drastic decline in sales.
The decline was real. And it was a jolt. It was uncomfortable. But all in all, what else could we expect? Gyms reopened and people, being social creatures, wanted to go sweat around other sweaty people.
Anyway, this company had an eager hire that knew all the right things to say. And confidently said that they would increase sales by something like 3 times its normal run within a month…
The company owner loved it.
Until a month later when sales remained the same and nothing on the marketing front had changed.
This is not that uncommon in marketing. There is so much content online. If you spent an afternoon scrolling under #marketing on LinkedIn, you’d be able to talk up a decent game. At least enough to convince a semi-knowledgeable boss that you had experience.
But at some point you have to execute. And that cannot be faked.
However, I am still a marketer and do love me a good acronym. So here is one more to add in for your customer marketing…
And that is PACE.
P - what is the problem, purpose, or product the customer is looking for
A - what actions to they take to find the product or answer
C - what criteria are they weighing between options
E - what event causes them to pull the trigger and buy it
That is all ye know in marketing, and all ye need to know… (sorry, Keats)
Otherwise, you might spend a lot of time looking at the CTR on your PPC and wondering why the low CRV and high CAC until you are SOL.