Marketing White Belt  ## Metadata - Author: [[Christopher Penn and Chel Wolverton]] | [[3. Resources/Authors/Christopher Penn and Chel Wolverton|Christopher Penn and Chel Wolverton]] - Full Title: Marketing White Belt - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B0054HKSFQ) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - You have something you want to achieve, some way you want to change the world, and thatʼs your mission. ([Location 109](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=109)) - A mission isnʼt a strategy, but it will inform strategy. It will help you make decisions about what choices youʼll make as an organization. ([Location 111](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=111)) - what you need to do in order to achieve your mission. ([Location 115](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=115)) - that we do as marketers, as business people, must have a clear line of sight back to net profit, ([Location 131](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=131)) - profit comes from two gross business buckets: margin (the net profit per unit of action, such as a sale) and volume, or the number of units of action. ([Location 132](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=132)) - a Product Director determines the features, benefits, and pricing of the product. ([Location 135](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=135)) - In order to improve your volume, you have to do things like increase the amount of audience you have and increase the number of actions that audience takes. ([Location 137](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=137)) - Product. This is the thing that you want to sell to people. ([Location 163](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=163)) - Price. How much do you sell your product or service for? ([Location 168](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=168)) - Place. Where can someone get your product or service? ([Location 174](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=174)) - Promotion. This is the mainstay of marketing, the part that has all the visibility and attention – rightly so, because itʼs the part that generates the most results and the part thatʼs hardest to gain proficiency with. ([Location 180](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=180)) - put, you test design of content, content itself, and the deployment of content. ([Location 221](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=221)) - of content doesnʼt alter the message, but does change how we perceive it, how we process it, and how we get it into our heads. You test psychological and design elements, such as colors, shapes, contrast, geometry, symmetry, etc. ([Location 222](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=222)) - test the content itself, its value and message. Test whether you should include more or less information, approach from different angles and opinions, test long form or short form. Test offers or no offers, different calls to action, different voices and views. ([Location 224](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=224)) - Instead, deployment focuses on how the content even gets to us. What channels do you deliver it in? ([Location 228](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=228)) - Test time of day you deliver content, day of week, who you send it to, how frequently you send it. ([Location 229](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=229)) - Exercise 1. Draw out your marketing funnel on a sheet of paper. Identify each stage clearly, and then next to your funnel, indicate whether or not you have done any testing of your marketing in that stage. ([Location 233](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=233)) - Exercise 2. Identify the part of your funnel that is weakest, then determine 3 different items you can test in that stage. ([Location 235](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=235)) - Exercise 3. Identify the part of your funnel that is strongest and performing best, then determine 3 items you can test in that stage. ([Location 236](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=236)) - when someone becomes aware of your product or service. Interest, when someone becomes interested in learning more about your product or service. Desire, when someone wants to buy from you. Action, when someone buys something. ([Location 242](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=242)) - Audience: the number of people you have access to that are potentially qualified to buy your stuff. ([Location 246](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=246)) - Prospects: the number of people who identify themselves as being in the market sooner or later for your goods and services. ([Location 248](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=248)) - Leads: the people who raise their hand and engage you to begin the purchase process. ([Location 252](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=252)) - Customers: the people who choose to give you their money in exchange for your goods and services. ([Location 255](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=255)) - Evangelists: your unpaid marketing force that refers people to you and canʼt stop talking about you in a positive way. ([Location 258](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=258)) - - Marketing Funnel Exercise 1. Draw your marketing funnel, stage by stage. Exercise 2. Identify quantifiable metrics for each stage. Exercise 3. Identify which stage is weakest and which stage is strongest. ([Location 277](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=277)) - ROI is not the ultimate measure of marketing performance. ([Location 345](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=345)) - ROI is an objective metric (an endgame metric that tells you if youʼre there yet) only if cost containment is a primary goal for your marketing. ([Location 345](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=345)) - Determining income earned from marketing efforts requires the use of a good CRM that allows you to track what marketing methods actually result in sales, and what the revenue of those sales is. ([Location 355](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=355)) - Remember, if cost containment isnʼt a primary goal, ROI isnʼt the correct metric to be focusing on. ([Location 391](https://readwise.io/to_kindle?action=open&asin=B0054HKSFQ&location=391)) ## Related by Author - [[3. Resources/Readwise/Books/AI for Marketers|AI for Marketers]] - [[3. Resources/Readwise/Books/Marketing Blue Belt|Marketing Blue Belt]] - [[3. Resources/Readwise/Books/Marketing Red Belt|Marketing Red Belt]]