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. +++++++++
Why?
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
Connect online:
Company's Web: www.sutherlandweston.com
Company's Twitter: www.twitter.com/SWMC_inc
Cary's Linked In: www.linkedin.com/in/caryweston
5 ways to make your small business website more mobile friendly
Three Key Elements To A Small Business Website Marketing Strategy
Small Biz Marketing Tips, Tactics, & Advice
10 Mistakes To Avoid With Your Small Business WebsiteTips to help you make more connections and sales opportuniti...
How small businesses can use what they know to build more ef...
A checklist for all small business owners to help gain contr...
Advice to help you be more confident and effective with your...
In just a few minutes, you can ensure your small business we...
Knowing how your small business website is being used - or i...
How help your small business make more connections to potent...
Your small business marketing materials should never generat...
How small businesses can use video to help increase search e...
Many small businesses say their customers don't know all tha...
Some basic advice to help you understand how social media ca...
You've been collecting your customers' information - here's ...
Your business changes and so should your small business webs...
Why keywords and search phrases matter in your small busines...
How to structure your pages to get better Google search engi...
30 Seconds To Better Business WebsiteA guide to for small businesses to help customers better use...
Ways to increase the value of your small business website fo...
What do you do and who cares - the essence of your small bus...
How objectivity benefits your small business marketing effor...
Understanding what products and services bring more customer...
[Marketing Memo]: Growing Your Business? Simplicity Is Power! [Marketing Memo] What The Girls WantFocus on the needs of your audience if you want to have more...
[Marketing Memo] Can a credit card transaction be a small business marketing opportunity? [Marketing Memo]: Chickenfish or Pasta?Clearly communicating the obvious is never a bad idea for yo...
[Marketing Memo] Let's Kick Some Butt [Marketing Memo] I Didn't Catch Any Fish [Marketing Memo] What Bangor Hydro Just Did On Twitter - And Why You Should Care [Marketing Memo] The Next Big Trend May Surprise You [Marketing Memo]: Giving Thanks [Marketing Memo] A Touch of Fancy [Marketing Memo] The Fun RoomSmall business thought: find what you do well and strip away...
Never stop finding new ways to show off your business servic...
Many small businesses spend too much time on the customers t...
Create some madness and be prepared to create some profit.