The 3 C’s That Should Define Your Marketing: Clarity, Conciseness, and Communication
Marketing today is a paradox: It’s never been easier to get your message across to the masses, yet it’s harder than ever to break through all the noise. Can you relate? A stunning 73 percent of small business owners feel the pressure to justify their marketing strategy. Over half a trillion dollars is spent each year on marketing campaigns. And up to 80 percent of consumers go out of their way to avoid ads. Despite all of this, we know that marketing works – or else the biggest brands in the world wouldn’t continue to pump millions into Super Bowl ad blitzes year after year. So why do some brands cut through the noise while others fade into the background? It all boils down to the 3 C’s that should define your marketing: Clarity Conciseness Communication One of my favorite examples is Apple’s introduction of the iPod in 2001. Before Apple launched the iPod there were over 50 different MP3 players available on the market. None of them made a dent in CD sales. The iPod wasn’t the first MP3 player. The audience at the product launch knew this, but they roared with excitement when Steve Jobs pulled it out of his pocket and declared, “No, the coolest thing about iPod is that you can take your entire music library with you, right in your