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Dan Kennedy’s definition of Marketing from his book, The Ultimate Marketing Plan
“Getting the right message to the right people via the right media and methods effectively, efficiently and profitably”
3 Steps
Market – The who – who you are trying to reach.
Message – Usually what you are trying to get them to do, or get across to them.
Media – The method by which you are reaching your audience.
- Most people pay attention to the message or the media first, when they should be paying attention to the market first.
- It’s all about the who
- Then you create a message that speaks to them in their language.
- That will help you define which media to go after and which media you might want to stay away from.