We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place. And in order to get heard, we need our marketing messages to be clear and concise.
A vague message is one that isn't easily understood ? it doesn't speak to a potential customer or client. To be successful in business, our messages must clearly target a specific audience, explaining to them the features and benefits of our product or service. We need to get the public involved and interested enough to want to have further conversations with us. Only then do we have the entrée for beginning to develop a relationship with them, the first step in the selling process.
How can we ensure that our messages are all that they can be?
1. Define your target market. One of the best ways to create a clear output is to start with clear inputs. When it comes to anything you do for your business, you need to be very clear on your target market. Who do you want to reach with your marketing efforts? Define them as clearly as possible. Are they male or female? What are their ages, their occupations, and their lifestyles? Why would they want to do business with you? The more clear you are about who you want to work with, the more clear you will be when crafting your marketing messages.
2. Market narrowly, but deliver broadly. Your marketing message should be carefully focused to cater specifically to the needs and wants of your target market. One might think you'd be passing up opportunities for more customers or clients. The reality is that more people will be attracted to you if you position yourself as a specialist rather than a generalist. Folks associate a higher degree of expertise with a specialist, and, more than likely, you'll be able to charge premium prices to reflect this marketing position. Once you've gotten their attention you can market many things to them (delivery broadly).
3. Talk about the customer, not yourself. Your marketing message should speak to the prospect, their particular needs and wants. What problems can you solve for the customer? Make a list of the top 10 problems that you solve for others. These should be the substance and focus of every conversation that you have. Avoid talking about yourself. People are interested in what you can do for them ? sometimes even more than the specifics of the product or service that you offer. Your prospects needs and your solutions should be the focus of all of your marketing materials.
4. Explain the benefits. Not only should you explain the benefits of your product or service, but you should be able to explain the benefits of working with you. Features are defined as the distinctive characteristics of a product's use or design. A benefit, on the other hand, is how the feature will add value to the prospect's life. Carefully define your features and benefits. At the same time, what are the benefits of working with you? Do you provide 24-hour turnaround? Do you return emails and phone calls promptly? Do you offer a free introductory consultation? Do you provide additional value to your customers ? extra reports, information or discounts on future purchases? People buy benefits, not features. What's in it for them? Let them know!
5. Know your products and services. There is a lot to know when it comes to your products and services. The more articulate you are in explaining their features and benefits, the higher your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, the benefits, and the specific client need that is addressed. Word this information in language that prospects can clearly understand ? that relates to who they are as a target market. Drafting a simple one-page summary of these details can help you to get clear on what matters most.
6. Keep it simple. The best messages are those that are simply said. People understand simple. The more complex the explanation, the higher the risk you run that you'll "lose them along the way." Again, refer back to the one page summary of your client needs, as well as product or service features and benefits. Provide information that is easy to understand. Don't give more information until the client asks for the information. Always let the prospect guide the conversation.
7. Use a tagline. A tagline is a slogan or phrase that conveys something about a feature or benefit of something you offer. For example, the tagline for Chase Manhattan bank is "The Right Relationship is Everything". This slogan clearly communicates that one of the features of working with them is relationship ? not just any relationship ? but the right relationship. Another example of a tagline is Alicia Smith: The DISC Ninja. The DISC Ninja implies skill, precision, and performance. What type of tagline can best describe you and your business?
8. Consult your R & D team. To create on-target marketing messages, run them by your friends, family, and colleagues before you release them to the world. Creating your own R & D team is a great way to experiment or to try out your ideas in a low-risk environment. Probably one of the best things to do is to get feedback from your current customers. They can tell you first hand what works and why. Never pass up an opportunity to get feedback, as it will help you to fine-tune your marketing message.
9. Provide clear and clean information. It should go without saying that you should provide clear, easy-to-understand information. This applies to everything from your business card to your website. Make sure you include your complete contact information on everything, including your email signature. Provide FAQ or Frequently Asked Question sections in brochures, on your website or on other marketing materials. Make sure that you make it as easy as possible for people to contact you and to do business with you. If they need to search for how to contact you, they may very well search someone else out. Along with the times and days you do business, include your business, cellular, and fax numbers, as well as your website and email addresses. Include instructions on how to return or receive a refund on an item. Clear and concise is the name of the game.
10. Understand the customer. Prospects, and even your current customers, are focused on one thing and one thing only; what's in it for them. For the most part, they aren't really interested in you or your product or service. They are interested in benefits. How can you solve their pain? How can you resolve their issues? If you keep this in mind, this will help you to create marketing messages that are focused and really hit their mark.
© Copyright 2004 by Alicia Smith
Alicia Smith, a Coach and Trainer whose specialty is helping people Make Money Now. This article is derived from just one of the 26 lessons contained in her audio program, Marketing Marathon Blunders From A ? Z. To learn more about that course and her other products and services, please visit http://www.90DayMarketingMarathon.com or http://www.AliciaSmith.com. You can also email her at alicia@aliciasmith.com
How many times has this happened to you?A friend recommends... Read More
Without a powerful headline, your message stands little chance of... Read More
This tactic of the game was hard for me to... Read More
When you read the newspaper, do you read advertisements as... Read More
You labor long and hard trying to create the perfect... Read More
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
Many people online are not using one of the best... Read More
We all are looking for ways to market our businesses... Read More
According to experts, just changing the headline of an ad... Read More
The opportunities to get free advertising for your product or... Read More
I was in the fine city of Chicago this week... Read More
Push vs. Pull Advertising - Understand the Consequences for your... Read More
I got another one of those calls the other day...Can... Read More
This month, we wanted to share some general tips relating... Read More
So you've decided to run a print ad in your... Read More
What is it about magnets that draw people to leave... Read More
This information is based on the principles of Laws of... Read More
Your print ads should do more than just get noticed.... Read More
So many business people neglect this valuable asset that may... Read More
Achieving sales is probably the biggest challenge a web business... Read More
It's not about traffic; it's about generating leads. That's right.... Read More
When, some little time ago now, I first descended upon... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
Moving message display are designed to be installed into environments... Read More
Your website is done, your business cards have been delivered,... Read More
In the marketing world, radio has earned the reputation of... Read More
"Print & Mail is a type of service that... Read More
Did you know generating positive media coverage is four times... Read More
To promote the audience, staff, customers and other people the... Read More
Do you often see print advertisements outdoors, as much as... Read More
Business cards are one of the most powerful and inexpensive... Read More
Starting a placemat ad business can create more business for... Read More
"The more things change, the more they stay the same".... Read More
Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More
Would you like to get your new or existing Internet... Read More
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
CPR CPA CTR... what does it all mean? What it... Read More
Is fear of failure an issue when you commit valuable... Read More
When knowledge is based on truth it is powerful!When it... Read More
Moving message display are designed to be installed into environments... Read More
The success of a business plan stands or falls on... Read More
What is the golden rule of internet advertising?Give, so you... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
The ability to lead, persuade and influence are integral skills... Read More
The Pundits say the economy is slowly, but surely, recovering.... Read More
1. Spend money on decent quality business cards. Home made... Read More
New Age Media Concepts issues its first article... Read More
Marketing is an important tool for attracting customers. It is... Read More
Back in the 1760s, the great Dr Samuel Johnson delivered... Read More
Here are a couple of tips for creating an eye... Read More
Tired of pouring endless money into advertising? Do you wonder... Read More
So many business people neglect this valuable asset that may... Read More
What are you trying to say with you business card?We... Read More
We're surrounded by advertisements that desperately compete for our attention.... Read More
As a business owner, you have the option of taking... Read More
Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More
When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More
Using flyers is one commonly overlooked method of advertising offline.... Read More
The most profitable mail order products are simple... Read More
Electronic reader boards are the most efficient way to convey... Read More
CD Business cards are the electronic version of the now... Read More
Unless you have become extremely popular in your personal or... Read More
What many may consider the most important part of advertising... Read More
Have you ever wondered why your perfectly fine classified ad... Read More
Research would indicate that consumers don't know what they're thinking.... Read More
Many people in business lay-out (design) their own ads. That... Read More
Advertising |