Marketing can feel overwhelming when you’re running a small business. There are too many options and not enough time or budget to try them all. That’s why having a simple plan helps. Here are five tried-and-tested marketing formulas that small business owners use to get real results.
1. AIDA: Catch Attention and Guide People to Action
AIDA stands for Attention, Interest, Desire, and Action. It’s a simple method to guide people through: first, you catch their attention.
You might use a bold headline or a vivid picture to alert people to what you must say. Then you arouse their interest by giving them something informative or entertaining. Lastly, you provide people with an easy opportunity to say yes.
Maybe you offer them a link to click on, a form to complete, or a product to buy. This approach keeps you on track with your communication and helps you write more efficient emails, ads, or social media posts.
2. PAS: Show the Problem, Then Solve It
PAS stands for Problem, Agitate, and Solution. It’s a simple formula for creating a message that resonates every time.
To use PAS, you first identify a problem the customer faces. Next, you agitate the problem, highlighting why it is painful. Finally, you present your product or service as the solution.
When people are speaking about their struggles, they tend to tune them in. PAS is excellent for use in blog posts, sales pages, and advertisements because it provokes emotion. It tells the client, “I understand,” which subsequently cultivates trust by demonstrating that you do.
3. The 4Ps: Cover the Basics of Your Offer
The 4P acronym means Product, Price, Place, and Promotion. You can imagine this as a simple to-do list on how to present what you sell. What is the thing you sell? How much does it cost? Where can people buy it? And how are they hearing about it?
If you’ve ever been at a loss about what to say in your marketing, the 4Ps can help you notice what’s conspicuously absent. Your price may be too high for whom you’re attempting to reach, or your promo may be non-existent.
Making them all into a balanced equation makes your message perform better and everything works in unison.
4. The 7Ps: Build a Better Service Experience
The 7Ps build on the first 4 marketing principles, adding People, Process, and Physical Evidence. These parts are crucial for service-based companies. It is no longer a matter of what you are selling, but rather how you are selling it, who is selling it, and what is done to underline the market’s values.
For instance, if you are the owner of a hair salon or a fitness studio, your team plays a significant role. The process of scheduling appointments also impacts the client’s experience. Finally, physical evidence, such as a clean space to work or a united uniform, has always been a cue of human factor.
5. STP: Focus on the Right Audience
STP is a shortcut for Segmentation, Targeting, and Positioning. It’s how you used to divide your market, pick a specific group to focus on, and then use that to influence your message. In other words, instead of trying to talk to “everyone,” you talk to just the people who already really want or need what you have to offer.
For example, if you’re selling eco-friendly skincare, you might decide to target teenagers who are concerned about the environment. STP allows you to tailor your message to them—making it sound more personal to them and higher.
Use Structure, Not Guesswork
Marketing doesn’t have to be complicated. As a small business owner, you don’t have time or budget to waste. These frameworks can guide you to make smarter choices and avoid trial-and-error marketing. When you pick the formula that fits your goals, you stop guessing and start growing. That’s what real progress looks like.
