Focus your marketing on a core idea

One of the biggest mistakes in marketing is to have a scattered and unfocused approach. When different marketing experts pull a company in different directions, the result is a confusing and ineffective message.

To avoid this, all of your marketing efforts should be an extension of a single, core idea. This idea should be so clear and concise that it can be expressed in seven words or less.

This core concept should be the guiding principle for all of your marketing decisions, from your website design to your advertising copy to your social media posts. It should inform every aspect of your brand identity and communication.

The process of distilling your marketing message down to its essence has several benefits:

• It provides clarity: It forces you to think deeply about what your business is really about and what you want to communicate to your customers.
• It ensures consistency: It ensures that all of your marketing efforts are working together to reinforce the same message.
• It creates a synergistic effect: When all of your marketing is aligned around a core idea, the whole becomes greater than the sum of its parts. Five marketing tactics can do the work of ten.

The example of the computer education company that changed its name from a long, convoluted sentence to the simple and clear "Computers for Beginners" illustrates the power of this principle. By focusing on a core idea, you can achieve a level of clarity and impact that is essential for marketing success.