Whatever your opinion about Rachel Ray’s personality, shows, meals, or anything else, there is no denying her marketing and business savvy. She’s made herself a household name with numerous brands licensing her likeness on various products ranging from kitchen utensils to pet food. And her career as a celebrity really only took off in her late 30s, making her a further rarity in today’s youth-driven media. So take her words to heart: they’ve built an empire.
So let’s unpack her statement because there’s a lot there.
First – the focus is on the four crucial words ‘how easy something is’. That’s the core answer your marketing needs to provide. Most people and most companies struggle to create good marketing because they fail to give prospects an understanding of how easy it is to take action. If your marketing is overly complicated or makes your products and services feel overly complicated or complex to implement, then you’re likely turning off your prospects and wasting your marketing dollars.
Second – that focus should extend to the entirety of the campaign, and not just your outward facing marketing. If your prospects respond to your marketing and then find that it’s difficult to take action or to move forward in your client acquisition process (i.e. going to your landing page and then becoming confused about what to do next, etc), you’ll again prevent them from progressing into becoming a client.
Fourth – there’s no one right answer to marketing. Every market is different, and the words “any way” imply doing whatever it takes to reach your ideal prospects and connecting them with your message. In this particular content, Rachel is referring to the evolution of younger consumer preferences for faster consumption of cooking recipes and videos. Marketing is fluid and dynamic, and you need to adapt the core of your message (a.k.a. the recipe, in this example) to the preferences of your prospects in order to reach them the way they want to be reached. When you make the effort to adapt your marketing to meet your prospects where they are, they appreciate it because most (if not all) of your competition isn’t going to that length.