A 100+ Year-Old Marketing Framework (That Works!)

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We often use the words marketing and advertising interchangeably. But while advertising is a component of marketing, marketing itself refers to your ability to attract and keep a customer.

Which one are you investing time in?

In this episode, we interview Wayne Mullins, Founder at Ugly Mug Marketing, about why your marketing strategy may be messed up, how to turn customers into evangelists and an ancient marketing framework that works every time.

Listen in as we discuss:

  • Why marketing doesn’t have to be the confusing mess it often is
  • The AIDA marketing framework from over a century ago
  • How to make your place your platform
  • Wayne’s controversial advice to professionals who want to accelerate

Everyone knows the buzzwords. It’s time to dig deeper.

Confusing, complicated and expensive

Wayne’s new book, Full Circle Marketing, says marketing doesn’t have to be an awful experience. There are two, fundamental strategies that work every time, like a natural law.

However, brands also feel the impact of new tech in their confusing and unproductive marketing strategies that try to optimize via omnichannel, with no real plan.

Consistency, commitment and an ancient secret

Marketing is the lifeblood for the growth of your organization, but entrepreneurs are frequently too busy to do it properly.

A scattershot strategy isn’t going to turn your customers into evangelists overnight. In his new book, Wayne explores a nearly foolproof marketing framework that’s over 100 years old, called “AIDA”:

  • Attention
  • Interest
  • Desire
  • Action

Capture customer attention, communicate to their interests, evoke desire and let them know how to get what they want.

“It doesn’t do any good to send a million people to someone’s website if it’s all the wrong traffic for that particular organization.”

Wayne Mullins, Founder at Ugly Mug Marketing

Creating community

Most of Wayne’s clients went through a seismic shift when the pandemic hit. He immediately began using his platform as a place for people to come together virtually and help one another.

In the aftermath, the very way that we connect and network has evolved — and a network can be a potent selling tool.

Wayne’s controversial advice?

It’s simple: “Stop being lazy.” Focusing solely on getting sale after sale means you miss out on a much more powerful marketing tool — your army of evangelists. Satisfied customers sell your products better than anything else.

Now that you know that marketing doesn’t have to be so frustrating, are you ready to learn some practical strategies to implement to make it start running smoother? Check out the full list of episodes: The B2B Revenue Executive Experience.

Get the latest B2B sales insights and ValueSelling tips monthly.

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