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The Marketing Message: It's How You Say It
You're swamped. Marketing is becoming more complicated, and you're trying to do more with less. But no one seems to be using the marketing tools you create.
What can you do?
Well, we know that results-oriented marketing begins with meaningful communication. 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. "Features and benefits," we say in the business.
In many of the communications audits we conduct, however, I wonder how these materials are received by customers and clients. A close read of brochures, ads and web sites beg the question: "What's your point?"
As part of an overall positioning strategy, a clear "solution statement" can give your potential customers the skinny on what they need to know about how you can help them, and why they should work with your company and no one else. And it gets businesses well on the way to positioning for success.
Taking Your Message to the Streets: Four Steps to Success
Get your "solution statement" nailed down and you're ready for those customers. Before you head out to sell the value of your company, think about your potential customers or clients: Who are they? What is their challenge? Does it match your solution? Consider walking through these four steps before shuffling your sales team out the door:
- Who do you work for (no, not the name of your company the types of clients or customers)? What do they care about and what are they interested in from you? Define your target and let them know that they are who you are looking for!
- What are the challenges your potential customers face? Are you prepared talk about the challenges you know they face 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 or needs head on? Get ready to tell them exactly how and why your service is unique and will get them on the road to overcoming their business' obstacles. Articulate examples!
- What's the value of your solution? Can you be specific with examples? "We've shortened sales cycle by 40% by arming the sales team with sophisticated marketing tools." Tell them!
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