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The Marketing Message: It's How You Say It
You're swamped. Business is becoming more challenging, and you're trying to
do more with less. "We need to get better at marketing," says the CEO.
What can you do?
Well, we know that marketing is all about communication, don't we? And
well-intentioned marketers always find ways to express what their business
does, how it is done, and the many reasons to use their services. Upon
review of many marketing vehicles, however, I wonder how these materials
"pass muster" with customers and clients. A close read of brochures, ads and
web sites prompt standard questions: "But what do you accomplish for your
customer's business? And what's the value of that?"
Want to be better at marketing? As part of an overall positioning strategy,
a clear "solution statement" can give your customers the skinny on what they
need to know about how you can help them. And it gets businesses well on the
way to positioning for success.
Taking Your Message to the Streets: Four Steps to Success
Getting started is relatively easy, once you've drafted that solution
statement. Now you're ready for those customers. But who are they? What is
their challenge? Does it match your solution? Consider these four steps
before shuffling your sales team out the door:
- Who do you work for? Can you say clearly that your service
is for that particular audience, and not someone else? Why or why not?
Define that target!
- What are the challenges your potential customers face? Are
you prepared with these statements so that they'll be nodding and smiling in
your first meeting, seeing you as their salvation? Articulate!
- Do you know how your solution will meet your customer's
challenges head on? Get ready to tell theme exactly how and why your
solution is unique and will get them on the road to overcoming their
business' obstacles. Have examples!
- What's the value of your solution? Can you be specific? "Our
history shows that we've been able to increase employee morale by 10%,
making productivity gains for our customers that add millions of dollars to
their bottom line!" Tell them!
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