Scott Koenig Essential Marketing Principles Portable

Spend 70% of your budget on the Middle rung. Most brands overspend on Top (awareness) or Bottom (retargeting ads).

Compile answers into a “trigger phrase bank.” Use those exact words in your ads and landing pages. scott koenig essential marketing principles

| Rung | Segment | Goal | Marketing Action | | :--- | :--- | :--- | :--- | | | Cold (Unaware) | Get attention | Broad education, SEO, PR | | Middle | Warm (Considering) | Build trust | Case studies, comparison guides, email nurture | | Bottom | Hot (Ready to buy) | Convert | Demo, coupon, risk reversal (guarantee) | Spend 70% of your budget on the Middle rung

| Day | Action | | :--- | :--- | | | Interview 3 customers with the One Question (Principle 3). | | 2 | Run the “So What?” Test on your homepage headline. Rewrite if needed. | | 3 | Add a “NOT for you if…” section to your pricing page (Principle 5). | | 4 | Create a lead magnet that captures emails from your top ad (Principle 6). | | 5 | Calculate your Time-to-Value (Principle 4). Find one way to cut it by 50%. | | 6 | Post an anonymous “Stupid Question” form in your team Slack. | | 7 | Map your current campaigns to the 3-Layer Ladder. Where’s the gap? | | Rung | Segment | Goal | Marketing