Visual Communications — Part 11

The Seven Magic Ms of Market Communication

John CounselBy John Counsel — The Marketing Doctor

The Seven Magic Ms of Market Communication form the basis of our communication strategy. They apply equally to a web page, a speech, a book, an advertisement, a magazine article, an e-mail, a letter, a lesson, a business presentation… in fact, in any situation where we want to get a desired result or response from our communication, this approach will help ensure success.

The Seven Magic Ms form a cycle. Once we put it in motion, it continues to monitor and refine itself until we have the communication perfectly tuned.

There are two stages to the process:

  1. Planning
  2. Implementation

In the Planning stage, we go by the numbers, starting at 1.

In the Implementation stage, we follow the arrows, starting at 1.

Let’s identify the numbers first, then we’ll explore them in more details.

  1. Motives
  2. Market
  3. Message
  4. Measurement
  5. Media Mix
  6. Monitor
  7. Modify

1. Motives

WHY are we planning and implementing this communication, whatever it is? What result do we want from it? Is it a formal, written goal orobjective? Is it quantifiable?

2. Market

WHO are our target markets/audiences? (WHO are our primary market? Our secondary market? Click here for an example.)
Where are they? What do they need? What do they want? Are there any existing emotional responses we can tap into? What are theirmotives likely to be? Is timing important for this group? Are there any taboos or sensitive issues to be considered?

3. Message

WHAT do we want to say? What details do we need to provide? What do we want them to DO as a result of this communication? What terms or conditions apply? What options do they have? Have we considered their specific interests? Have we identified all possible benefitsand emotional appeals?

4. Measurement

We need to plan ways to measure market/audience response and build it into the communication itself. Will it supply worthwhileinformation? Will it be simple to collect and record? Can it be automated? Is the measurement device clear and unambiguous? Will it qualifygenuine prospects? Will it help proper evaluation? Or are we just collecting data for the sake of collecting it?

5. Media Mix

What combination of media will be needed to get our message to our market or audience effectively? (One medium is rarely enough.)Will it reach most of our target audience/market? Is it specific or wasteful? Is it cost-effective? Will it have impact? Reach? Frequency? What are its limitations? What advantages does it offer? How can it be used to maximum effect? How can we leverage our use of these media for maximum results?

6. Monitor

We need to monitor response to our communication using the inbuilt measurement device(s) we created. Is the message getting through? To the right people? In the right way? Is there any confusion? Is there any resistance? Is it exclusive to us – or can our competition benefit from our communications, too? Does it work for only part of our market? Which ones? Why? Can it be fixed?

7. Modify

How can we improve our communication? What changes will enhance our message, our audience/market targeting, our choice of media, our measurement system, our monitoring system, our follow-up — and our RESULTS?

Once we set this process in motion, it should be a simple matter to refine and improve ALL aspects of our communication.

Use this approach to website design and content and you’ll find results improving in leaps and bounds.

Want to learn more about the Seven Magic Ms of Mesmerising Market Communications?

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