We are bombarded with thousands of marketing messages every day…on TV and radio, on the Internet, in magazines and newspapers, on billboards and other signs, even on the bottom and back of receipts. The world is indeed a very noisy place. In order to be heard, our marketing messages need to be clear and concise.
Vague information is not easy to understand – it will not attract potential clients or customers. To be successful in business, our messages must be clearly targeted to specific audiences, explaining to them the features and benefits of our products or services. We need to get the public involved and interested enough to have more conversations with us. Only then do we have a foothold to build a relationship with them, which is the first step in the sales process.
How do we ensure our information is as good as possible?
1. Define your target market. One of the best ways to create clear output is to start with clear input. When it comes to everything you do for your business, you need to be clear about your target market. Who do you want to reach with your marketing efforts? Define these as clearly as possible. Are you male or female? What are their ages, occupations and lifestyles? Why do 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 message.
2. Narrow market, broad delivery. Your marketing message should be carefully tailored to specifically meet the needs of your target market. You might think you’re missing out on an opportunity to gain more clients or clients. The reality is that when you position yourself as an expert rather than a generalist, you attract more people. People associate a higher level of expertise with experts, and you can most likely charge premium prices to reflect that marketing status. Once you get their attention, you can sell them a lot (delivery by and large).
3. Talk about the customer, not yourself Your marketing message should speak to the prospect and their unique needs and desires. What problems can you solve for your clients? List the 10 most common problems you solve for others. These should be the content and focus of every conversation you have. Avoid talking about yourself. People are interested in what you can do for them—sometimes even more than the details of the product or service you offer. Your prospect’s needs and your solutions should be at the heart of all your marketing materials.
4. Explain the benefits. In addition to explaining the benefits of your product or service, they should be able to explain the benefits of working with you. Characteristics are defined as characteristics of a product’s use or design. On the other hand, a benefit is how the feature adds value to the lives of potential customers. Carefully define your features and benefits. At the same time, what are the advantages of working with you? Do you offer 24 hour processing? Do you respond to emails and calls in a timely manner? Do you offer a free initial consultation? Do you provide your customers with added value – additional reports, information or discounts on future purchases? People buy benefits, not features. What’s in it for you? Let them know!
5. Learn about your products and services. When it comes to your products and services, you need to know a lot. The better you explain their features and benefits, the better your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, benefits, and specific customer needs you’re addressing. Put this information in a language that potential customers can clearly understand – it’s about who they are as a target market. Writing a simple one-page summary of these details can help you get a sense of what’s most important.
6. Keep it simple. The best information is said simply. People just understand. The more complex the explanation, the higher the risk of “getting lost along the way”. Again, refer to your customer needs and a one-page summary of product or service features and benefits. Provide easy-to-understand information. Do not provide more information until the customer asks for it. Always let the prospect lead the conversation.
7. Use slogans. Taglines are slogans or phrases that describe the features or benefits of the product you offer. For example, Bank Chase Manhattan’s slogan is “The right relationship is everything.” The slogan clearly conveys that one of the hallmarks of working with them is relationship – not just any relationship – but the right relationship. Another example of a slogan is Alicia Smith: The DISC Ninja. DISC Ninja stands for skill, precision and performance. Which slogan best describes you and your company?