Is there madness in your methods?

We've written before about the importance of being highly focused in three key areas: who you are selling to, what you are saying to those people and the way you are delivering your message. Now, let's talk for a minute about the order of things.

One of the main mistakes marketers make--you think that didn't take some work?--is to jump into the methods of marketing before they have dealt adequately with two equally important m-words: market and message.

"I need to do a brochure." "We need to freshen up our website." "We should put an ad in the newspaper."

Before you determine the method in which you are delivering your message, you must first determine your market. Who is buying--or buying into--your product, service or program? Is it young, single males? The older crowd? Teens? The unemployed? Nurses? Or is it those who are between 34 and 55 years of age, own two cars (one is an SUV), read fishing magazines and have three kids, a dog and a cottage?

Not only is your message considerably different to each of these groups, but so is the method of delivery. Are seniors likely to respond to an interactive online marketing campaign? Perhaps not. Are teenagers scouring the newspapers looking for your ads. Well...

Here is what to take away today: First, determine your market. Only then can you determine your message and your methods.

Having trouble remembering the order? Here's an easy way: They're alphabetical.