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
