With attention spans being reduced to 9-seconds—equivalent to the attention span of a goldfish and competition intense, a clear and powerful marketing message is essential to helping your company win business.
According to Joseph Kimble in Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law (Carolina Academic Press, 2012) 84% of consumers are inclined to trust companies using jargon-free language. That means people connect with straightforward, clear and honest communications. I also personally think that customers simply ignore jargon-rich messages, anyway.
From my marketing experience, here are 4 tips to help your marketing message win you business:
1. Determine the message you want to convey to your target market. The first step toward winning business with your message is to determine what that message will convey. As a marketing consultant I recommend your message convey at minimum your benefits and advantages.
2. Think backwards from a sale of your service. Giving some thought and consideration to this can provides many benefits. Start by asking yourself, “What might customers be looking for as they search for you? Where will they look, and what will they hope to find?”
3. Craft your message around what customers are looking for, not what you provide. This tip is only beneficial only if your company has a well-defined marketing plan that identities your potential customers. Armed with that knowledge you can then craft a message around what your prospects want.
4. Multiple times. Prospects must be exposed to your marketing message multiple times before they even know your business exists, let alone call you for help. Indispensable marketing is about targeting customers with enough frequency and compelling content to grab their eyes or ears. As we all know, “nothing happens until someone is first aware of you.”
Question: What tips do you have for crafting a marketing message that wins you business?