@3xm.marketing

I’m seeing a lot of ads at the moment, each of them hawking a particular type of media that’ll be the solution to every single problem. If you believe these ads, then you should be: Investing in software, running Google Ads, running Facebook Ads, spending all your time on TikTok, creating Reels, writing books, running events, sponsoring events, speaking on stage, doing webinars, working on your public speaking, sending emails, approaching people cold on LinkedIn, the list just goes on and on. And on. Each of them is presented as if they are THE answer – just do this one thing or take out this one subscription and your life and business will change, forever. And unsurprisingly, most of the people advocating their particular approach has a financial interest in you choosing that particular media. That doesn’t mean you shouldn’t choose it, but it does mean you need to stop and ask yourself whether they’re right for your business. And the answer to that is that it depends. On all sorts of stuff. Your audience, your product, your budget, your lead time, yada yada yada. As the saying goes, when all you’ve got is a hammer, every problem looks like a nail. At 3XM Marketing, we believe in ‘market, message, media’: First up, you select your market. Then, you craft a message that appeals to them. Then and only then is it time to choose your media, taking into account who you want to contact and what you want to say, and selecting the media that’s most appropriate for that purpose. Beware people selling media – just because that’s all they’ve got to sell, it doesn’t mean you need to buy it.

♬ original sound – 3XM Marketing