I reviewed a smoking cessation coach’s marketing. Newsletter called “The Phoenix Method” (name changed to protect the innocent) with a rising phoenix logo.
Clever? Yes. Clear? Not at all.
Here’s what I told him.
Clear marketing is always better than clever marketing
You can start being clever once you can afford a Super Bowl ad… but even then, you probably shouldn’t. “Helping Lifelong Smokers Actually Quit” beats “The Phoenix Method” every time. When customers have to decode your message, they move on.
Pick a niche in the “Big 3” markets
The Big 3 are health, money, and relationships (sex is often the main driver). These markets have high demand, and people actively look for solutions in them. That makes it easy to be problem-focused in your writing, ad copy, and videos. You don’t have to “sell” why they need help. They already know.
If you can hit 2 of the Big 3, even better
Smoking hits health AND relationships. A smoker who says “My wife won’t kiss me because I smell like smoke” is handing you your marketing. Use their words.
Double the pain points means double the reasons to buy, and more ways to connect with your audience. It’s a strategic advantage most businesses miss.
Which of these 3 points resonates most with you?