Four words your small business marketing message should never generate
Your small business marketing materials should never generate the words: "What Does That Mean?"
By Cary Weston
Think about your typical day. What your routines are, what your challenges are, and what it takes to just keep your head on straight.
Now think how many times during that day you go beyond your comfort zone, try new things, talk to new people, or challenge yourself in some new way.
If you’re like most of the free world, that number is pretty low.
There are as many reasons as there are people, but a common thread among many is that change is uncomfortable, new is hard to buy into, and understanding what to do, why to do it, and what the benefit may be takes time. Time most of us don’t have in our day.
Now, flip the script and view this from a business owner’s point of view. You're not only competing with other businesses but for time and attention in the customers day as well.
You have a desire to sell more product, get more customers, and grow your business. By definition, that growth is going to come from people who are not currently using your service or buying your product.
In order to succeed, you must communicate and get the attention of a new audience. You must craft a message and insert it into the lives of those who have daily routines and habits that are familiar, comfortable, and predictable.
You must connect with a message that can be easily understood and have benefits that can be clearly seen by those your wishing to attract.
Insert here the power of the obvious.
Review your marketing messages. Are they easy to understand from the customers point of view. Do they quickly and obviously portray who you are, what you do, and why they should care.
Or do they cause those you’re looking to attract think to themselves “What does that mean”?
Don’t be afraid of being simple, obvious, and easy to understand with your marketing messages.
Forget fancy, artsy, and long-winded.
While there’s benefit in the creative side of marketing, the bottom line is this: if your message is not understood, it’s no good.
- Cary Weston is a partner of Sutherland Weston Marketing Communications in Bangor, Maine
Company's Web: www.sutherlandweston.com
Company's Twitter: www.twitter.com/SWMC_inc
Cary's Linked In: www.linkedin.com/in/caryweston
You can find him on Google+
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