To craft a marketing message that promotes your product or services, you need to clearly articulate what you have to offer. Your customers need to know why they should choose your business over the millions of others that exist.
Promote Your Product with A Carefully Crafted Marketing Message
“Can you hear me now? Good!”
I’m a marketing fanatic as many of you know, so I appreciate great ideas that are communicated brilliantly. Verizon’s cell phone television ad campaign articulated and took advantage of a simple but powerful truth. With other cell phone carriers, a lot of people experienced the frustration of dropped calls in the middle of important conversations.
Verizon basically said, “You’ll never have to worry about that with us”. Every commercial showed the same Verizon field test guy in the most remote areas of the country still being heard on his cell phone.
The number of Verizon subscribers jumped from 32.2 million at the start of that campaign in January 2002 to 43.8 million over the next two years. They also poured billions into their network infrastructure, and they continually invested in what they said they would deliver on— fewer dropped calls anywhere.
I’m not a Verizon spokesman or advocate, I just use the example to illustrate the power of a simple marketing message communicated to bring in more customers and more money. The money is in the marketing message. Great marketing and promotion are how you get customers to your business, and customers are how you get more money.
How to Communicate Clearly and Effectively
This is exactly the problem most businesses have, though—communicating what they do and how it benefits their potential customers in a clear and concise manner. It’s one thing for you to know what you do, who you help and how they benefit, but it’s quite another thing for other people to know the same thing.
One of the most essential skills you can have is the ability to articulate what you do in a powerful and concise way. Clarity leads to power, for both you and your customers. It empowers them to understand exactly what you can do for them and why they should buy from you. The reason most people fail in business is that they have a very poor marketing message.
Your marketing message has to cut through, like a knife to the core. You have to be very selective and specific about what you say. You might have lots of different things to offer, but you can’t put them all in a 30-second sound bite. Don’t try to be all things to all people. Keep it simple. Less is more. You want to leave people saying, “That sounds interesting.”
The only way you’ll ever know what works is to try something out and see what happens. You always test first, and then you sprint out of the gate when you have a winning proposition.
Your turn! What’s unique about your company and your product or services? Why should someone do business with you versus the person next door? If you can’t answer this question, you are chopping your income in half. As soon as you have a strong sound bite, and deliver on your promise in your marketing message, you can double your income. Share with us in the comments below.
To Your Success,