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This is Dave Lorenzo. I m the chairman and founder of Valtimax Consulting and I want to welcome you to another edition of the Valtimax podcast. That s right, folks. We re here each and every single week and in case you don t know, you can find us on itunes. Click on the podcast app on itunes and search for the Valtimax podcast. Subscribe to us on itunes and you will never, ever miss an update. You can also find the Valtimax podcast at Valitmax.com. All right. Today s podcast is episode number 6 and we re going to be talking about message delivery systems. Message delivery systems are a part of your MAD approach to marketing. That s right. In case you re not familiar with the MAD approach to marketing, the M in MAD stands for message. You have to have a powerful message that differentiates you from everyone else who does what you do. The message has to contain a call to action, which means the message has to get people to get up on their feet and get out and find you, your product, your service, your law firm or your medical practice. The A in the MAD approach to marketing stands for audience. You have to target the right audience. If you don t have the right audience picked out, your message will be falling on deaf ears so you need to select the right audience to communicate with. The D stands for delivery systems and that s what we re talking about today. We re talking about delivery systems. We re talking about delivering your message to the right audience at the right time. The key to getting delivery systems right is to make the delivery system is one that resonates with the audience. So for example, if you re trying to reach business owners, you want your message to appear in the business section of your local newspaper. That s just one example of the right delivery system for a message that s targeted at business owners. If you wanted to reach women, you would want to take out an ad on a television network that was focused on getting its message to women. The OWN Network (the Oprah Winfrey Network) or Lifetime. Lifetime is a network that s dedicated to programming for women. Taking out an ad on those networks would be ideal if you were trying to reach women. Now, if you re trying to reach seniors, you re probably going to want to use direct mail and you re going to want to use a list of people who are receiving Social Security benefits because you have to be at least 65 years old to get Social Security benefits, in most cases. Matching your delivery system to your audience is absolutely critical. Also, matching your message to your delivery system is absolutely critical. A visual message is going to work well in print media or on television or on the Internet. But an auditory message is going to work better on the radio or on a podcast like this or in a venue where someone can hear it. Matching the message to the market with the right media is phenomenally important to your success in MAD marketing. All right. Let s talk about this one more time. Let me say it one more way. Your message much match your audience and it must delivered using the right system that s in agreement with both
of those of other aspects; message, audience, delivery system, MAD, all in agreement, all working together. All right. Factors that are going to influence your selection of a delivery system, what are they? Here I m going to tell you. The factors that are going to influence your selection of a delivery system, number one, we already talked about it, is the audience. What type of media does your audience consume? What do these people read? Where do they go? What do they watch on television? What do they listen to on the radio? What websites do they visit? All of these things are critically important. There s a study that was done just a couple of years ago that identified over 1,250 different types of media that we are bombarded with each and every single day. I didn t say messages, folks, I said types of media. Everything from pop-up ads on the Internet to e-mail messages in your Inbox to direct mail postcards to direct mail catalogs, to direct mail flyers to billboard advertising, all of these different types of media are out there bombarding you with messages haphazardly. You have to be more scientific than that because you don t have the kind of budget that s going to support that type of use of media. You have to be much more scientific. You have to know your audience, know where they go, know what they read, know what they watch, know what they listen to. You have to be much more scientific in your choice of message delivery systems. In your choice of media, you have to be much more scientific and you have to match it to your audience. The second factor that s going to influence your choice of delivery systems is your budget. If you have a good size budget, if you have good resources, you can select television, you can select radio, you can select a whole host of options that people who don t have a good budget don t have. But having a huge budget is not a requirement. There are hundreds and hundreds of ways to get your message out without ever having to worry about spending a ton of money. Using a modest budget, you can still get results. You have to choose your delivery systems. You have to choose your form of media much more carefully when you are resource challenged. In other words, when you don t have a lot of money, you ve got to pick your resources carefully. You have to, as they say, Keep your powder dry. You have to conserve your bullets because when you take a shot, it has to be a kill shot. When you take a shot, it has to be successful. All right. The next factor that s going to influence your selection of a delivery system is the history of responsiveness associated with that form of media and your audience. So in other words, if your audience members have responded to that form of media in the past, you can use it again because past history is indicative of future performance when it comes to selecting delivery systems, when it comes to selecting media. Past history is indicative of future performance and we care about results. Ease of use is critically important when it comes to a form of media, when it comes to a delivery system. When you re selecting a form of media, when you re selecting that delivery
system, ease of use is critically important. You want to make sure that the form of media that you choose is easy to use. How tough is it going to be if you have to drive to a television studio, read a teleprompter, write the script first and then read the teleprompter and do 15 different takes in order to get one 30- second commercial right? It s very difficult to do that. You re not going to do that frequently. If it s really easy for you to sit down at a computer and pound out a 250-word or a 500-word article and post it on your blog, you re going to be able to do that once a week. I m telling you right now, ease of use is a big deal when it comes to selecting a message delivery system. You need to include that in with your options when you re selecting a form of media. The final element that I ll tell you is important for you when selecting a message delivery system is what your competition is doing. Now, contrary to what a lot of marketing gurus will tell you, it is important for you to know and understand what your competition is doing. You don t have to do something or use a form of media or use a delivery system just because your competition is using it. You don t have to do it for that reason, but if your competition is on the airwaves on Spanish-language TV, bombarding your audience every night with their marketing message and you re not there, you re going to be pre-empted. It s going to be very difficult for you to break into that market if they re there every night, pounding away night after night with television commercials designed to attract the entire market to them. You re going to have to come up with a very, very stealth marketing strategy to attract that market if your competition is trying to pre-empt you. So knowing what your competition is doing is important and you have to adjust your strategy accordingly. I m not telling you that you have to match them dollar for dollar in television advertising in the example I gave. You don t have to do that, but what you have to do is you have to tailor your marketing so that it works for that demographic group based on what your competitors are doing. You re going to have to come up with a way to differentiate your business, your law firm, your medical practice. You re going to have to come up with a way to differentiate yourself in response to what they re doing. Those are some of the factors that influence delivery systems that you may select. Here s how you re going to evaluate whether or not a form of media, whether or not a delivery system is effective for you and it s a very simple criteria. I ll give it to you right now. You ready? You ll evaluate whether a form a media, whether a delivery system is effective for you by whether or not it gives you money, by whether or not it puts money in your pocket. That s how you evaluate it. If you spend $50.00 on advertising and you get $51.00 in return, that form of media was effective. If you spend $50.00 and you get $49.00 in return, that form of media was not effective. The idea behind using media, the idea behind selecting these delivery systems is to put money in your pocket. It s to put money in the bank. That s why you do it.
A form of media is effective if it returns $1.00 more than you spent on it in the first place. If you spend $1,000.00 on a television commercial, a television spot that runs for a 30-second commercial and you get a client and that client pays you $1,001.00, that spot was worth it. That s how you evaluate the effectiveness of a form of media. That s how you evaluate the effectiveness of a delivery system. Now, should you spend your money on one form of media versus another if they re both effective, absolutely. If that television commercial returns $1.00 on the investment and you have a direct mail campaign that returns $100.00 on your investment and you only have that $1,000.00 to invest and the direct mail campaign returns $100.00, definitely use the money there. Use the money in the direct mail campaign because your return on investment is greater. That s the lesson about evaluating media, the lesson about evaluating delivery systems. The return on investment is the only thing that matters. Evaluate your media delivery systems based on the return on investment. If your media provides you with a positive return on investment, then use it! If it doesn t, then don t. That s the lesson about return on investment when it comes to delivery systems. All right. The last point that I have to make for you today on the delivery systems, on selecting media to use for your MAD marketing is diversity. Diversity is critical to your long term success when it comes to marketing. I ll say that again folks. Diversity is critical to success. Just because you have one form of media that works over and over and over again, doesn t mean that that s the only form of media that you should invest in. I ll give you the example of a lawyer I worked with about a year ago. This lawyer was superb. He was phenomenally effective using pay-per-click advertising. He would manage it himself. He d be up until all hours of the night watching the responses to his pay-per-click campaign and he got to the point where he was spending over $60,000 a month, $60,000 a month on payper-click. But the return on investment was enormous. He was getting a three times return on his investment. He was making over $200,000 per month through his pay-per-click advertising. What did he do? He put all of his time and all of his money and all of his effort into more payper-click. You know what, folks? More isn t better because low and behold, he had a competitor who realized what he was doing and the next few months, it cost him to get that $200,000, $300,000 in business. Over time, he had to spend more and more and more and more to get the same results. Diminishing returns, that s what that s called. It was more and more difficult for him to get the return on investment that he wanted to out of pay-per-click. What did he do? He had to diversify. He started investing in other forms of Internet advertising. He invested in some directory sites. He invested in search engine optimization. Then he came to me and he said, I m not getting any return on my investment in pay-per-click anymore and I m not getting any clients in the door without the pay-per-click. What do I do?
We went and used some traditional marketing methods. We used direct mail. We got him into a PR campaign where he was going out into the community doing talks and it was phenomenally effective. He was able to build-up the return on investment in his overall marketing portfolio to exceed the return on investment he was making from pay-per-click but it took us seven months to do that. He was using 18 different forms of media to get the same amount of business in the door that he was originally getting in with pay-per-click. Now you may say to yourself or you may say to me, Hey, Dave, that doesn t make any sense. This guy was getting all of that business in from the one form of media. He only had to watch one thing every month. He could do it right from his desk. He didn t have to worry about it. Oh, wait a minute. He did have to worry about it. Wait a minute. That investment, that went away. He had to invest more and more over time and eventually it just dried up. Now he s got 18 different forms of media, each of them delivering a significant return on investment. Any one of them goes down, he can be up and running with another one in a heartbeat and he doesn t lose a significant client flow as a result because he s got 18 different forms of media, each with a positive return on investment, each of them bringing clients to his doorstep every single day. Folks, I m going to tell you this and this is one thing that you can take away from this podcast and you can take it right to the bank. Just take it away and run right to the bank now. Diversity in your marketing is critical to long term success. You may be able to knock it out of the park with search engine optimization and it may work for three years, one year, five years, ten years. One day, Google will give you a slap and it will stop working and then what are you going to do? You have to have other forms of media in the bank. You have to have other ways of delivering clients to your doorstep. If you do, you ll be successful and if you don t, you won t. Today we talked about the final element of your MAD marketing system and that s delivery system. The D stands for delivery systems. The M is message. The A is audience. The D is delivery systems. This is the Valtimax podcast. Until next time, this is Dave Lorenzo and I will see you. That ll do it for this week s episode of the Valtimax podcast. My name is Dave Lorenzo and I d like your feedback and comments on this week s episode. You can call me at 888-692-5531 or e-mail me at dlorenzo@dlorenzo.com. Here s hoping you make a great living and live a great life.