Good marketing, whatever form it takes, always meets certain criteria. That's what makes it good. The following 10-Point checklist will help you determine if your marketing passes the test. I challenge you to evaluate one of your recent ads, promotions or other marketing activities to see how it measures up.
1) Does it focus on the solution or benefit you provide?
Too often ads simply list product or service features. Don't make your prospects work that hard to figure out how your product or service can help them. Tell them straight out.
2) Does it have one, clear message?
What's the ONE message you want to communicate? Make sure it's not buried in too much information or it may not get across.
3) Is it focused on one, specific group of prospects?
Do you know who you are talking (and marketing) to? Make sure your marketing is targeted at one, specific group of prospects - it's the only way to make sure you are addressing their needs.
4) Is it written in language these prospects can relate to?
If you want your message to resonate with your prospects, make sure it speaks to them, both in content and in the tone and language you use.
5) Does it feature your Unique Selling Proposition?
This is the ONE thing that sets you apart from every other product or service your prospect could possible buy to fulfill the same need. It's what's unique, different and valuable about your product or service. It better come across loud and clear in everything you do.
6) Does it have one, compelling point of focus?
Ever see an ad with so many things in it you didn't know where to look first? Your prospects won't know either if you try to cram too much into your ads or promotional materials.
7) Does it accurately communicate your business personality?
Yes, your business has a personality and everything you do should reflect it. You want your prospects to feel like they "know" you. If you change your personality every week, they won't come to know and trust you. And consumer buy from those they know and trust.
8) Does it give prospects more than one reason to respond?
Not everyone is ready to buy, or take the one, primary action you want them to take when they see your ad. Make sure you give them another reason to respond, or they are simply a lost lead.
9) Does it give prospects more than one way to respond?
Make it easy and convenient for prospects to take action. What if you only offer an email or web site address and someone doesn't have computer access, or they're away from their office but they want more information right now? You've lost them. Don't let this happen to you.
10) Do you have a specific objective for the marketing?
If you don't know what your marketing is designed to achieve, then how will you know if it was successful? Always have a plan and an objective for everything you do. That way you can design it to work and measure whether or not it did.
© Copyright 2005 Debbie LaChusa
20-year marketing veteran, consultant, author, teacher and coach Debbie LaChusa has developed The 10stepmarketing System to help small business owners successfully market their business, themselves. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com
Stuart from Colorado had talked to a number of marketing... Read More
Think about all those Cracker Jacks you ate as a... Read More
I met Sue at a recent networking event. She is... Read More
Yellow Page users are the hottest of all prospects ?... Read More
Each of these 11 marketing tips is based on a... Read More
Steps and tips on marketing your business to the government.Fact:... Read More
Lots of people get confounded when attempting to exchange links,... Read More
Volunteering your services can be an excellent way to form... Read More
Besides a survey, your contact list can be used to... Read More
The highly entertaining Donald Trump's search for an apprentice turned... Read More
An inexpensive way to promote your services is to createvarious... Read More
Let's be honest, when you're writing sales material for a... Read More
The right direct mailing list targets people who want your... Read More
Fear and Greed. The stock-in-trade of sales. Appeal to them,... Read More
If you're in the IT business, that's an important question.Most... Read More
Dear Friend:Don't do it.Don't start your fundraising letters with "Dear... Read More
Price is an often overlooked marketing strategy, as many tend... Read More
It's a fact that your customers are your best leads.... Read More
If you are operating a business from your home and... Read More
The intellectual property transfer market is now estimated to be... Read More
There are many mailorder publications that will list... Read More
Who says scientists can't market? Here are 10 easy marketing... Read More
When I started my coaching practice I believed that I... Read More
Some of the ways in which to get your "name... Read More
Do you have a website? A Web Newsletter? A mailing... Read More
In the following 'special report,' I will reveal some very... Read More
When you attend networking functions, what kind of name tag... Read More
A lot of advertising and mailings promise to reveal the... Read More
The Pitchers: SalesLet's say you have a new baseball team... Read More
Over the last few years the buzz about CRM (Customer... Read More
Some people have little difficulty attracting and maintaining clients who... Read More
The Marketing Plan section of the business plan demonstrates how... Read More
We all know the familiar adage "if it walks like... Read More
Clichés. We've all heard them...and hear some of them so... Read More
AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More
You need only one card, but make it noticeable. Make... Read More
"Brochure" is French, and it comes from brocher, meaning to... Read More
Brochures are one of the oldest marketing weapons in the... Read More
Starting a new online business, developing a new product, launching... Read More
Many small and home based businesses know they need to... Read More
I step outside my back door and look at some... Read More
The best joint ventures are with people in your own... Read More
Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More
Every now and then I will meet someone who has... Read More
Celebrities are the tastemakers that drive brand awareness and usage.... Read More
If you have been in business any length of time,... Read More
Pre-note: In this article, teleclass is an example used to... Read More
When used correctly, testimonials can boost your response dramatically. They... Read More
Our bodies work like our small businesses. They work best... Read More
Many people ask me, "What is a postcard campaign, exactly?"... Read More
The ropers at Annie Oakley's Real Western Dudette Ranch were... Read More
A successful marketing plan doesn't have to include an athletic... Read More
There are many ways to reach out and find the... Read More
This newsletter is full of opportunities staring you in the... Read More
As a business professional, you probably realize the value of... Read More
You enjoy what you do. In fact, you love your... Read More
Are you willing to fail your way to great marketing... Read More
What do the following things have in common: brushing your... Read More
In a recent marketing workshop I attended, I discovered that... Read More
1. Know your purpose: What do you want your direct... Read More
Before you can market, you need to know who you... Read More
Okay. Raise your hand if you think brand management is... Read More
Today's business environment has changed dramatically over the past 10... Read More
Subtle adj. Showing or making, or capable of showing or... Read More
"Advertising doesn't work." I hear it from my clients all... Read More
In his classic best-seller, "How To Win Friends And Influence... Read More
Marketing |