By Chance Shay, Senior Communications Strategist

Productivity overactivity.

It’s a motto all marketers should live by. The point of marketing isn’t to do marketing, it’s to support the bottom line of a brand, which means increase sales, drive new membership and increase donations. A marketer who isn’t showing results is a marketer soon to be without a job. Of course, for some marketers it’s a bandwidth issue and for them we’ve put together a cheat sheet for improving marketing productivity by 30% in 30 days (you can download that here).

Every industry is unique and what works for one brand is different from what works for their competitors. However, there are a few guiding principles that transcend industry’s and brand’s individual market standing. To help every marketer deliver stellar results, we’ve put together this skim-able guide of six principles each with quick take-homes that you can implement in your marketing efforts today.

  1. Know your audience.
    • Focus all marketing on showcasing how you solve that problem/fit that need better than your competitors.
  2. Speak in terms of benefits, not features.
    • People care about a product that will make their lives easier and will serve to benefit them in a way nothing else can. They aren’t concerned about breakthrough/proprietary/new/cutting edge technology – they care about how it will change their life.
  3. Go where your audience is.
    • Determine where your target audience is, what stage of the purchase cycle they’re likely to be in at that place, and then tailor your marketing materials and message accordingly.
  4. If it doesn’t get their attention, it doesn’t matter.
    • You can’t bore your audience into action. If your marketing materials are full of text or your communication channels are vanilla, your audience will tune out.
    • Take your text heavy collateral and turn them into visuals. Ask yourself, “What would my audience tell their friends about,” then create that.
  5. Use content to give and give and give.
    • Provide value to your audience beyond the product you’re marketing. They don’t want to hear from you only when you’re trying to get them to buy something.
    • If you’re a manufacturer of a product meant for pools, blog about pool ownership and ways to improve the pool ownership experience. If your company produces software to automate some aspect of business, create a video series with weekly tips for being a successful entrepreneurial.
    • By producing content, you’re engaging customers to drive repeat business and creating ambassadors for your brand. You’re also creating opportunities to reach a new audience. If your content is truly hitting the mark for the audience you’re targeting, they’ll want to share with their network.
  6. Tell your audience what to do.
    • Always include a call to action for your audience to make a purchase, join an exclusive membership and follow your social channel – whatever action it is you want them to take.


Want to learn more about how WOC rocks client partner projects with a unified approach? Check out or drop us a line at

Recommended Posts

1 Comment

  1. I just want to tell you that I’m very new to blogging and truly loved your web page. More than likely I’m likely to bookmark your site . You surely come with good posts. Thank you for revealing your website.

Add a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.