4 Elements to Make Marketing Work Beautifully

April 28, 2021

If you feel as though you are sometimes in the weeds when it comes to your business, it’s good to get back to basics. That’s part of making your business easier, simpler and more profitable.

This week, we’ve invited Andrea Feinberg, who heads our Marketing Services Team, to be our Guest Blogger.  Follow Andrea’s great advice for making your marketing work beautifully.

4 Key Elements to Make Marketing Work, Beautifully


Do your eyes glaze over when you try to sort out the demands of marketing your business successfully? There are so many channels, rules, and restrictions it’s hard to know what to do.

No matter what marketing channel you use, or who your audience is, there are 4 Key Elements will make your marketing work beautifully every time.


Key Element #1: Customer Orientation

Did you ever have a relative who kept whining: ‘come on, can’t you do this one thing for me? I did XYZ for you!

And your reply is: ‘hey, I never wanted XYZ, I really wanted ABC.’

In business, just as in relationships, it’s a wonderful thing to give, but if you wanted to buy a car with primarily one thing on your mind, safety, and all the salesperson talks about is the electronic toys, speakers, color, leather, top speed…would that sell you??


That’s a classic marketing misstep: focusing on product features instead of benefits. It’s also a danger for the business owner who has a true passion for her product. The only passion your client wants you to talk about is your desire to improve their situation. They don’t care if you do it with your exquisitely crafted service or by rubbing a genie’s lamp.

When marketing and attracting your audience to you, the message is always all about them.

As you plan your marketing messages, your audience only wants you to answer this one question – what’s in it for me?

Whether we’re talking about Cadillacs or coffee, buyers make decisions with their emotions and then justify them with logic. We all do this. We feel a visceral pull towards something. It strikes a responsive chord, and we decide: I gotta have it!

Then we come up with rational reason to justify that decision.

When it comes to having a customer orientation, it’s all about the emotional shift – the feeling your customer seeks.


Key Element #2: Focus

Before you can know what will make them happier, more successful, or less miserable, you need to know who your prospective audience is; and this is how I define ‘focus.’


Know your target audience and design your offerings just for them. 


Some business people may prefer to be generalists, serving a broad swath of humanity.  In marketing, small is beautiful.

I know you are thinking ‘but why leave money on the table? Why not go after everyone who breathes?”

Doing this dilutes the power of your efforts and makes it harder for a potential client to feel you’ve got the right product for her.

Your marketing will be difficult because you have to write a generalized message to attract as many people as possible. It becomes expensive, because you’re sending your messages all over the place. So, since few marketers like to engage in what’s expensive and difficult, remember: small is better.  It makes you the go-to authority or expert in your very specific niche.

The truth is: The larger the market, the tougher it is to reach effectively, and in reality, you can’t be all things to all people.

When carving out your portion of the audience pie, the more focused you are, the better you can serve. It doesn’t matter how you slice your market as long as:

  • You’ve got credentials to have credibility for your target
  • You can identify the client who conforms to your definition
  • You can find them through directed marketing messages


Key Element #3: Consistency

This one’s simple: Let’s say I sell shampoo.

Would I be better off advertising in Business Week Magazine or Vogue?

Business Week readers wash their hair, but they’re reading Business Week for a specific kind of content; the hair advertising is off topic.  In Vogue, it blends in with editorial content and appears almost indistinguishable from that content. It’s likely to get more attention and not confuse the reader. A confused mind stops dead in its tracks and will lose the true message you want to convey.


Key Element #4: Persistence

Once you’ve found an audience for your services, you know your messages and approach are all appropriate and oriented to resolving their pain, the last element you need is persistence.

Just because you’ve got it all right, doesn’t mean the people you approach are prepared to buy – now.

Timing is on the side of your prospect and something you cannot control (although you can influence it).  Persistence is the key to making all the rest of your work pay off.  Your persistence will help them realize you’re the provider they need – when they’re ready to buy.

That’s why marketing is a long-term proposition, not a one-time deal.  People who say ’I tried x and it didn’t work’ and give up have completely missed the point of what marketing is: an ongoing relationship with your customer.

So, we’ve covered the 4 hallmarks of marketing, and if you use them every time to reach out to ‘touch’ your customer, you’ll be a star, delighting your customers and boosting your bottom line!


   Andrea Feinberg
   Marketing Services - Wide Awake Business



Thanks, Andrea, for such great advice.  With your guidance, we know that our readers will…
Go forth and do great things,

Martha and Chris