8 Questions: Marketing Strategy
When most people hear “marketing strategy,” they think ads, logos, SEO, or some overly complicated brand pyramid.
But in EOS, Marketing Strategy isn’t about clever tactics.
It’s about clarity.
It’s answering four simple questions that help you attract—and keep—the right kinds of customers:
Target Market – Who are we built to serve? What is the demographic, geographic, and psychographic profile of our ideal customer?
3 Uniques – What three things, in combination, set us apart from everyone else? Individually they may not be unique—but together, they create a competitive edge.
Proven Process – A one-page, full-color visual of how you consistently deliver. Why just tell people what you do when you can show them?
Guarantee – Not a vague promise or feel-good pledge. A real, tangible commitment. One with teeth. Not every business needs a guarantee—but if you make one, it better matter.
That’s it. Four filters. Four ways to focus.
And don’t be surprised if you need more than one marketing strategy. Different types of customers often require different approaches. You can’t treat everyone the same.
A clear example: a wine distributor who sells to restaurants (one target market), wine shops (another), and grocery stores (a third). Maybe the 3 Uniques and Proven Process overlap—but the Target Market? Totally different.
THE BIGGEST MISTAKE I SEE?
Trying to scale without sharpening this strategy.
THE SECOND BIGGEST?
Letting the marketing team—or worse, an outside agency—own this without the leadership team driving it.
Marketing Strategy isn’t a department exercise.
It’s a leadership decision.
If you’re not attracting the right customers, delivering consistent value, or if your team can’t clearly articulate what makes you different—go back to these four points.
No fluff. No gimmicks.
Just clarity.
