The CEO’s Guide to Marketing (2/27)

In his Amazon best-selling book, which is also a 2018 Axiom Business Book Silver Award winner, Kocina outlines a six-step process called Strategically Aimed Marketing, or SAM 6. “Following SAM 6 will assure creative people stay focused, on track and doing their best work. If you give creative people structure, they will produce amazing results,” he explains.

Have you ever laughed at a funny commercial but had no clue what it was advertising? Or, read a clever story about a product but you still weren’t clear about what it does? He says, “Creative ideas are great, but only if we remember why we’re marketing something. Unfortunately, too many companies allow the creative tail to wag the dog. They allow their marketing folks to go nuts without giving them clear direction. It’s unfortunate how much money is being wasted and sales missed over something that is relatively easy to solve.”

After more than 30 years of product marketing leadership, Kocina has seen the benefits of well orchestrated, integrated campaigns. “Marketing is about the shortest, fastest, least expensive and most direct route to a lead, a sale and a brand. But marketing has always been about being persuasive. You’ve got to tell people what they need, and cause them to desire it more than their money. If you lose sight of that, you won’t see more leads and higher sales. What makes me feel good about the SAM 6 process is that it’s a good fit for everyone in business.”

Hit “pause” long enough to learn and begin using the SAM 6 process.

Kocina explains that the SAM 6 process can unify your marketing team, ultimately leading to a stronger brand. “I’m pleased that feedback from those who are learning of this process has been overwhelmingly positive.”

The six steps are:

  1. Gain competence in marketing concepts and principles. “Dentists know how to fix and preserve teeth. Lawyers know affidavits from briefs. Architects know how to design strong, aesthetically pleasing structures. A competent marketer has a clear understanding of the broad concept of marketing as well as a working knowledge of specific marketing concepts and principles.”
  2. Create code sheets about your company and its products. “Code sheets are a means of documenting important information. Elements to include might be your product positioning, vision, mission, primary messaging themes and value points. Having all of these compiled in one place helps direct and control your creative staff.”
  3. Select the appropriate channels for each project. “The promotional mix channels you choose to employ depend on many variables including your message, the market and your resources. On any given day, for example, we are helping clients tell their stories through publicity, websites, social media and advertising, as well as providing support content for their personal sales team. But the actual messaging and approach may differ by the channel we’re using.”
  4. Maintain a schedule calendar. “Your marketing calendar is a trusted guide to ensure you cycle through each product and its primary value points. Its purpose is to assure that you are delivering a constant and maximum flow of on-point promotional messages. You need to figure out which products and messages should get the most attention. Scheduling will keep your promotions organized and help with budgeting.”
  5. Develop a control template. “Your control template provides the guidelines for your writers, designers and other creative staff to follow. It allows these imaginative professionals to create attention-getting content without losing sight of the marketing necessities. Recommended elements of your template include the audience for the content, the channel and keywords. It’s also helpful to include AIDA (an acronym for the time-honored promotional format). It stands for Attention, Interest, Desire and Action.”
  6. Engage your creative team. “You need to assemble the right people for the job, and then let these creative souls work their magic within the parameters you set. The composition of your creative team will depend on your calendar.”

Learn from someone with 30 years of practical working knowledge.

Kocina says those who follow these steps will feel more empowered by their marketing. “Following these steps brings a clarity and process to this tension-filled field. I’ve been CEO of Media Relations Agency for three decades. I’ve worked with hundreds of clients across the country. I get to see what’s behind the scenes. I can tell you, the companies that follow a logical process are the ones getting the most bang for their marketing dollars.”

He outlines those who might benefit most from SAM 6 include: 

Marketing managers will discover how to get their whole team to work together efficiently. They’ll learn how to produce the most effective content, with the fewest rewrites and redesigns. They’ll also discover where to share it to get the best return on their investment. “With SAM 6, marketing will be fun again.”

CEOs will appreciate this academic-based process. When you understand SAM 6 you can quickly determine what types of marketing your company needs and what it doesn’t. You can also use SAM 6 to assess the competence of your marketing team.

Industry professionals such as graphic designers, writers and web designers will discover marketing secrets that will put them miles ahead of their peers. “SAM 6 will help them use their talents to create content that gets results. It can add rocket fuel to their marketing career.”

Kocina predicts that following these six steps will bring order and clarity to your marketing. “It will lead to more leads, higher sales and a stronger brand.” To order your copy of “The CEO’s Guide to Marketing”, available for $29.95, go to or

Contributor: Lonny Kocina


Written by Nathaniel Fried

Co-founder of Fupping. Busy churning out content and building an empire.


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