Marketing and Advertising Success - 8 Key Ingredients
Marketing and Advertising Success - 8 Key Ingredients
Key Ingredients for successfully marketing your business:
1. What's your point of difference? Lets get the hardest one out of the way first. We've all heard of USP (Unique Selling Proposition) - if you have a strong USP you will have a strong business. The reality is though that most businesses don't communicate their USP, but EVERY business is UNIQUE and must find that uniqueness and communicate it to make your marketing strong. Your USP could be speed of delivery, quality of product/service, product lifetime, guaranteed results or anything that is of importance to your market.
If you haven't found your USP yet, put it at the top of your priority list. It can transform a business.
2. Sharing the right message with the right target market. Successful marketing is about clearly identifying your target market(s) or Niche market(s). Using a one-fits-all approach reduces success, confuses prospective customers and costs more to market your business.
Identify your niche(s) and the message that each of these niche(s) can relate to. Most businesses have more than one niche market and it's important to send the right message to each of them and not use the same message for all of them.
3. Using Headlines in your marketing. Most marketing has only a few seconds to grab interest - whether it be letters, leaflets, printed ads, radio, email, websites etc. If you don't use a strong headline that grabs attention and instantly identifies with your audience you've wasted your time.
Imagine reading a newspaper - the first thing you read is the headline. If it doesn't interest you then you ignore it. It's exactly the same with your marketing material - your headline needs to grab attention.
4. Talk about the benefits of your product / service. Customers buy our products & services because of the benefits they offer - i.e. it satisfies a need/desire and solves their problem. For example, a feature of my service is "Low Cost Marketing" but the benefit to my clients is "Increased sales & profits for little or no marketing cost".
Make sure your marketing talks about benefits, and not features.
5. The power of a good offer. This is an extensive area to cover, but in a nutshell - is there something you can offer that is so attractive it makes it easier for prospective and current customers to take action? We're all fed up with 10% & 50% off - it means nothing anymore. What can you do that is different and irresistible?
Spend time working this through, do your sums and look at the bigger picture too.
6. Do you need to guarantee? Different products / services come with different "risks" or concerns. If your product/service is good isn't it only fair that you overcome these actual or perceived "risks" or concerns for the benefit of your customers? If yes, then you need to include this detail in your marketing and remove their concerns up front. This instantly increases response.
7. Do you use Evidence? If your product/service makes certain claims then you'd better back them up. You can use case studies, customer examples, testimonials or reports to back-up the claims you make in your marketing material.
8. Tell people what to do, and they usually will. Also known as the "Call To Action" your marketing material must always tell what they should do, or what will happen next. Telephone, Call-In, Visit Website, Email, Fax etc.
So there you have our Top 8 Tips for improving your marketing material. Use this as a checklist for your marketing material. We'd suggest that if you're not currently using 6 or 8 of these strategies in your marketing material then you have the potential to improve your marketing success.
Darver Marketing & Business Consultants work with small and medium sized businesses (sme's) in Ireland, Northern Ireland and UK to develop best practice business solutions for responsible and sustainable growth.
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