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