Today I thought I would remind you about your approach to your ‘marketing messages’. In other words, how you convey who your business is and what it offers, in a simple manner.
This might in itself seem simple. But the number and variety of complicated marketing messages being communicated every day suggests many businesses are getting it wrong. And to an extent, it’s easy to see why…
Having clear and simple marketing messages requires that a) you know what your customers really want from your offering and b) you are brave enough to exclude aspects of your messages so you can keep focused. If you are not totally clear about what really motivates your customers then the temptation is to not exclude anything from your marketing messages. The thinking being that by promoting everything you do, you will appeal to the widest audience. This ‘generalist’ approach is usually less successful and often more complicated to communicate.
So, what about if you know what motivates your customers and actually it could be one of several messages? Sound familiar?
No problem, you can still appeal to a variety of motivations, but tackle them individually. Focus each marketing campaign on one or two groups of customers with one or two core messages. Taking this approach also gives you more to say to your customers over a period of time. Rather than trying to throw every message at them in one go, you carefully present them with your messages one at a time, one campaign at a time.
Here is a quick example. This product no doubt has some complex science behind how it works but none of that is communicated here. A very simple (and cheap) video that now has over 100,000 You Tube hits.