WRAP, BAG, & TAG Before You BRAG: Why Most Marketing Fails at Step One

(this is the introduction to a marketing book I am currently writing. Let me know if you are interested in reading more)

INTRODUCTION: The Problem You Don’t Know You Have

Picture this.

You are sitting in that conference room. The marketing team has just presented the latest campaign results. The creative was outstanding, the execution flawless-the metrics looked. okay. Not terrible. Just okay.

But you spent $200,000. The CMO is nodding. The creative director is defending the work. The media buyer is talking about reach and frequency. Everyone did their job. Yet here’s the question nobody asks: “Did we ever really define what we were selling?”

I’ve been in that room hundreds of times. Sometimes as the agency guy. Sometimes as the consultant brought in to figure out why marketing isn’t working. And almost every time, the problem isn’t the campaign.

The problem started way before the ad campaign.

The Scene You Know Too Well

Your sales team is struggling. They’re all saying different things about what you do. Prospects seem confused. Deals take forever to close. The CEO wants to know why marketing isn’t driving more leads.

So what does marketing do?

Launch another campaign.

Better creative this time. Bigger budget. More channels. AI-powered everything.

And six months later, you are back in that conference room wondering why it didn’t work.

Here’s why: You jumped to BRAG without doing WRAP, BAG & TAG.

The Marketing Thought™

Let me show you something that will change how you think about marketing…

Read the Full Article at LACKEY