The most prominent question I always get when I’m doing speaking engagements and from other business owners is what is the secret to developing and executing a successful marketing campaign.

Before I reveal the secret, I want to list three things that are NOT the answer.

1. It’s not the Technology or the Outlet – social media channels, software, marketing tools or other traditional marketing tactics doesn’t guarantee success. They are great to have, and some are necessary to deliver your message to your target audience efficiently, but if misused you can waste a lot of money and time. The technology is just the vehicle to which we use to get your message from your brand to the audience.

2. It’s not the Money – Don’t get me wrong, having the money will give you a significant advantage when going head to head with your competitors, to use to acquire the necessary technologies and give any business the much-needed cash to run long-term ad campaigns, but it still doesn’t guarantee success. You can spend all the money in the world, but if you’re not using it correctly, you might as well flush it down the toilet.

3. It’s not the Education – Education is excellent, but they don’t teach this in school. You might learn about the technology, the history and how to create a plan. But not how to be successful.

Even when you put those three things together, you still won’t have the complete formula for success. To be successful, you need to understand WHO you’re marketing to. Not who in the sense of your target audience, but in the sense that you’re marketing to PEOPLE.

People have emotions, people have fears, and people have needs. You’re connecting with people that might be sad, happy, overwhelm, anxious, tired, excited, bored, in-love, just married, just divorce..etc. At any given point, someone could be going through any of those things. So no need to scream, shout, pretend or oversell. Talk to your audience knowing you’re talking to another human. I know it sounds simple, but you have to understand this to the core. You have to understand how people think, how they behave, and how they want to be treated. So when you use your money to buy the technologies then use your knowledge/education to create the marketing strategies, always remember that the person on the other side of that social media message or reading that email campaign is an actual human. And remember, people, want to buy from people.

There you have it, the thousand-year-old marketing secret they don’t teach you in school, and no one else wanted you to know, but because I care about you, I had to share it.

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Oh, also here are the two books I’m reading this month. I know what you’re thinking, Andre, how are you reading two books. Well, I’m technically only reading one and listening to the other one while driving.

Hardcover Book: Principles: Life and Work by Ray Dalio

Audio Book (Audible): Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull

That is how thirsty I am for knowledge.

As usual, if you need effective social media management and marketing for your business, click here to send me a message.