| How much of your marketing is reaching your | | | | something like that. Your core message has to |
| prospects where it counts? | | | | permeate your documents. Don't be too subtle! |
| Are they acting upon your call to action? Are they | | | | 4. Launch an assault on your marketing materials. |
| thinking about your message - at least a little bit? Are | | | | Don't change them all-focus on those that most |
| they even reading it, at all? | | | | frequently get used in your business. The marketing |
| A lot of what passes for advertising and marketing | | | | idiots who say "We have to redo all our literature!"? |
| today bounces off your prospects because the | | | | Fire them. Replace them with someone who says, |
| messaging is weak. "Messaging" is a fancy marketing | | | | "You know, I think that we can get our message |
| term for the guts of what you are trying to tell | | | | across if we just re-work this one and that one, and |
| people. Your core message announces to the world | | | | leave the rest alone." |
| all the wonderful things your product, service or | | | | 5. Set up a system that gives feedback to let you |
| company can do for them, why it's a great thing | | | | know if your message is reaching home. The simplest |
| they cannot live without, and why they absolutely | | | | way to tell is if people are "taking action on your call |
| must choose you instead of someone else. | | | | to action." (If they aren't pursuing you, you know |
| Your messaging is impotent when it just isn't saying | | | | you are not getting through to them.) |
| anything anyone cares about. Even you. It is falling | | | | Note: This applies to any medium, even "in-store." If |
| upon deaf ears and missing the mark by a mile. | | | | you have a retail location, you have to test in your |
| The following seven cost-effective steps will help | | | | store, using whatever marketing you have available |
| insure that yours hits your target. | | | | to you. Continually test and hone your message so |
| 1. Personally revisit your core message with fresh | | | | that it does work. |
| eyes and ears. Do this even if you've done it | | | | 6. Create an email capability that lets you |
| recently. Think about what you are saying and make | | | | communicate with your clientele on a continual basis |
| sure it is the message you want to communicate. | | | | in a way they will value. And just as in "off-line," don't |
| Read it out loud to make sure it sounds the way you | | | | send them self-aggrandizing garbage! Only send |
| want it to. | | | | meaningful communications that provide something |
| 2. Test your message on real live people to make | | | | real for your clients and prospects. |
| sure it gets across what you want it to | | | | 7. Develop a customer communications calendar - a |
| communicate. Have them feed it back to you, in their | | | | mixed media marketing calendar that ensures your |
| own words. Is it something they care about? | | | | audience is receiving your message often enough to |
| Something they have a passion for? A need for? A | | | | keep you in mind. If your goal is to touch your clients |
| desire for? Do this with a mix of existing customers | | | | monthly, every six weeks, or quarterly, maybe even |
| and not-yet customers in your target market. | | | | weekly - make sure you are mailing, e-mailing, calling, |
| 3. Look at the methods you're using to communicate | | | | visiting, throwing-a-party-for- even sending them |
| that core message. Focus on the benefits, and the | | | | flowers - doing something, touching them some |
| benefits of the benefits. Often a lot of good | | | | way-on that basis. |
| communication gets lost in products, features, and | | | | If your business is highly seasonal, you are in a rapid |
| functions. Clarify and eliminate all the distractions. | | | | growth mode, or you'd like to be in a rapid growth |
| Use this tactic: Examine your website, one sheets | | | | mode, there are some additional steps you can take |
| and brochures-print them and yellow highlight the | | | | to enhance your messaging. Get in touch if you'd like |
| words that speak to your core message. Most | | | | us to help or if you want to know more about how |
| people are shocked to see they don't communicate | | | | a Certified Quantum Growth Coach can speed up the |
| that core message very well...or they do it almost as | | | | time it takes you to reach your goals. |
| an afterthought, like a little phrase under the logo or | | | | (c) Copyright Paul Lemberg. |