Lonny Kocina’s MarketSmart Newsletter

by | Feb 4, 2022 | Company News

Lonny Kocina MarketSmart Newsletter

Marketing is actually a fairly simple concept. People don’t magically know about your product, so you need to tell them about it. And if you have a good product and tell enough people, you can make it famous and make a lot of money. 

Where marketers get frustrated is when they try to make product fame happen too fast. This causes marketers to continually jump around thinking they must be doing something wrong. The truth is, most products don’t offer such a strikingly better benefit that word spreads like a brush fire. 

It’s normal that the road to product fame is a long and arduous journey. The trick is to make that journey in a straight line. Or at least a route that requires minor corrections, not one that is continually shifting directions wildly and blindly.

But how do you straighten the path to product fame? Surprisingly, that’s not complicated either. However, you do need to have a level of competence in marketing basics, and unfortunately, competence in marketing basics is rare. 

I’m 66 now. I founded and have run our agency for 35 years. You can trust me when I tell you that there’s a whole lot of the blind leading the blind going on. You can’t give good accounting advice if you are not competent in accounting principles, and you can’t give good marketing advice if you are not competent in marketing principles. 

Today I’m going to share the copy for a landing page we are creating. It relates to what I have been saying. The page is still in draft form so there may be some typos and awkward sentences but it’s almost finished. And of course it will look much prettier when we apply graphic design. 

Once in a great while a product is so good it can withstand poor marketing, but most can’t.

A straight path to product fame begins with setting a good strategy and following it. That’s what this landing page is about. Generally we don’t charge for guiding clients with strategy because we make our money executing on projects. The better the strategy, the better the results. The better the results, the more projects. Give it a quick read and see if our offer of free strategy advice resonates with you. The links below work so if you like what you see and want to take advantage of our offer, click on them to contact us. 

If you are frustrated with marketing

 you are not alone. 


We can show you an easy way to uncomplicate and take control of your marketing with our FREE


Strategically Aimed Marketing System


What is the Strategically Aimed Marketing System?


Our Strategically Aimed Marketing system is based on the 6 step process outlined in our bestselling book, The CEO’s Guide to Marketing. If you will allow us, we will give you the book and teach you the system for free.

CEOs and marketing managers are under tremendous pressure to produce leads and sales. This pressure is compounded by the complications of constant adjustments and the this-way-and-that-way nature of a creative team. 

The Strategically Aimed Marketing System will show you our secret to managing the fine details of marketing. Our agency handles 50 to 100 clients simultaneously, each with multiple projects. We manage the countless details and adjustments with a simple, easy-to-follow system. Are you ready to learn?


Why trust us?

The process outlined in our award-winning book provides the guide rails for your marketing, and the system we teach keeps your marketing on track and moving forward. We are not new at the game. We have perfected our process and system over the last 35 years, and we are ready to share it with you. It’s effective, free and easy to learn. You should give it a try.


Schedule Your Free Facilitators Meeting



Why would we teach you this system for FREE?



Our agency is all about executing on marketing projects. Clients love that. Good strategy makes it easier for us to do our work and produce better results. Teaching others about our Strategically Aimed Marketing System provides customers a chance to get to know us without spending any money. There’s no obligation whatsoever, and there’s never any pressure to buy anything. 


Schedule Your Free Facilitators Meeting


Here’s how it works



First, we send you a free copy of our Axiom award winning 236-page hardcover book. The book will give you a comprehensive description of each of the 6 steps in the Strategically Aimed Marking process. It’s colorful, easy to read, and easy to understand. Here’s a recent comment from someone who received it; I love this book…it’s amazing. We hear that a lot.

Next, we will have private meetings with you to show you how to turn the Strategically Aimed Marketing process into a practical system for guiding your marketing–the same system we use to manage hundreds and hundreds of clients over three decades.


Schedule Your Free Facilitators Meeting


The Payoff


Many details go into creating successful marketing campaigns. We’ll show you how we keep track of these details and knit them together to create marketing that produces more leads, more sales, and a stronger brand. 

Take a look at this graphic from our book. It shows a promotional newsletter we wrote and how it cascaded out through additional promotional mix channels. On the surface, it looks like just another promotional newsletter. In reality, it was carefully planned and expertly executed.

Promotional Newsletter

This next graphic shows the process we followed long before, and right up to the point the letter was completed. Ninety percent of that letter was decided well before it was written. 

Promotional Newsletter Process

Obviously, this is just a graphic, so it’s oversimplified. But be assured that both the process described in the book and the system we use to manage marketing are simple. 


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Stress reduction



With so many aspects and tiny details to keep organized, marketing can be quite stressful, and stress can get in the way of being effective. The risk of products failing, the cost of marketing, missed opportunities, competitive products, wanting to impress the boss – these are all challenging parts of marketing. When you’re not confident in your process, the pressure can get to you.

Having your marketing in order is like having a clean home. It feels so much better. The Strategically Aimed Marketing System will take away any confusion about marketing. There is a quiet confidence that comes from knowing your marketing was created with clear and deliberate intention, and each marketing promotion can be defended step by step, piece by piece. And what you can measure, you can improve.


Schedule Your Free Facilitators Meeting


No cost, high value


We realize that offering something free can lower its perceived value. Some might assume that because we offer this service free that it’s not worth much. That’s not true. Many agencies charge fifty thousand and more for strategic advice. Traditionally, strategy is a high-profit money-maker for agencies, and it probably annoys other agencies that we give strategy away for free. Especially agencies where more of their revenue comes from advising rather than doing the work.

When you get advice from our agency, you aren’t being guided by newly minted marketing experts. These are professionals who work on marketing projects day in and day out. 


Schedule Your Free Facilitators Meeting


A sneak peek of our process


Here’s a little taste of how our system works.

One step in the system we teach is to develop Code Sheets. Not computer code, but code as in encoding your messages with key elements that ensure your messages are consistently focused for the best possible response. Each Code Sheet is a document created by management that gives clear direction to the creative team. Code Sheets address eight marketing concepts. Two of them are; 1. The Communication Process; A sender encodes a message that is decoded by the receiver. 2. Positioning; how the product is positioned in the mind of the consumer compared to the competition.

We considered all eight concepts when writing and designing this landing page But we’ll talk about the two we mentioned; The Communication Process and Positioning.

Let’s start with the first concept: The Communication Process. You need to be careful because people decode messages in different ways. For example, marketers for a clothing store may run an ad that offers 30% off on select merchandise. “Discounted merchandise” could be interpreted in different ways by different people. College students may think discounted clothing means “inexpensive” or “affordable”, while wealthy executives may consider discounted clothing “out of style” or “flimsy”. 

We considered that many people decode a “free” offer as not having much value, so we had to address that by expanding the value. The reader could also decode “free” as having hidden strings attached. So, we addressed that by saying there is no pressure or obligation to buy anything from us, ever.

During the Consumer Buying Process people evaluate their alternatives. So you will notice that we don’t shy away from explaining why we are a better choice than competing agencies. We were clear with our position compared to the competition; our process is proven and perfected over 35 years. We know what we’re doing. Plus other agencies will charge you a substantial fee for a lesser service than you can get from us for free.


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To sum it up



The Strategically Aimed Marketing System provides businesses with a strategic process to keep marketing on track and moving forward. We’ve helped hundreds of customers reach their marketing goals and well beyond.

This step-by-step system provides you with years of proven strategies that will get your products more attention, more leads and more sales. We’ll teach you how to optimize marketing channels, unify your marketing message across departments and create real, actionable goals.

Our marketing professionals will help you gain the marketing knowledge you didn’t know you needed and enable you to lead your marketing efforts with confidence. 

Getting started takes just a click of the button. We’ll take care of the rest.  And it’s free.


Schedule Your Free Facilitators Meeting



Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”


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