Episode 1237 – The Caveman Test: Is Your Marketing Simple Enough to Sell?
The Big Marketing Mistake
At a recent live event, marketing expert Jackson Pinkoski shared a powerful message: too many business owners overcomplicate their marketing. Instead of keeping things clear and simple, they try to be clever. But as Jackson explained, cleverness doesn’t sell—clarity does. If an ad or a message isn’t instantly understood, potential customers will move on. Mike Campion, the host, agreed, emphasizing that being clear should always come before being clever.
The Caveman Test
One of the highlights of Jackson’s talk was his “Caveman Test.” He stood in front of the audience and grunted—yes, literally grunted—to prove a point. If a caveman saw your ad, would they immediately understand what you do? Marketing messages should be so simple that even someone with no context can quickly grasp them. Instead of trying to be fancy, businesses should focus on making their message easy to digest.
Speak to the Right People
Another key takeaway was the importance of knowing your audience. Many business owners make the mistake of trying to appeal to everyone, which actually weakens their message. Jackson encouraged cleaning business owners to target their ideal customers specifically. Instead of saying, “We clean homes,” they should focus on what their audience truly cares about—like saving time for busy families. Specific messaging attracts the right people and filters out those who aren’t a good fit.
Focus on Sales and Marketing
Jackson made a bold claim: if you’re growing a business, 80% of your focus should be on sales and marketing. Many business owners spend too much time worrying about things like logos, business cards, or cleaning supplies when they should be focused on getting more customers. The truth is, without customers, none of the other details matter. Mike agreed, saying that marketing isn’t about finding a magic trick—it’s about testing, learning, and improving over time.
The Simple Formula for Success
At the end of the discussion, Mike summed up marketing in a simple formula:
- Know who your customer is.
- Understand their biggest problem.
- Clearly communicate how you solve that problem.
- Make an offer that’s easy to say yes to.
- Track everything and adjust as needed.
With these principles in mind, any business owner can build a marketing strategy that works. Instead of searching for shortcuts, the real key is to stay focused, test what works, and always keep things simple!