MORE REVENUE NOW! HERE’S HOW… SPEAK THEIR LANGUAGE
December 2, 2010
Step 3: Speak to them…
Develop a message that speaks directly to them. I like to make sure the messages that I help clients create care founded on, what I call the 3 M’s of Marketing. We work hard to produce sound bites that are Manageable, Memorable and Motivating. Today, I will concentrate on these three factors that will surely maximize your marketing efforts and help bring in some additional cash.
The idea here is to create a message that is short enough that anyone can easily say. No dictionary needed, the words are simple to understand, with uncomplicated word choices and that rolls off the tongue nicely. We’re not looking for a complex phrase that most professors would need to ponder. Simple, straight forward and sensible are the keys to creating a message that is manageable.
The message needs to be easy to remember. If it’s complicated, it will be impossible for people to remember. In order for you to get maximum mileage from your message, it is imperative that anyone and everyone can remember it. Let’s look at it this way, the most successful marketing is word-of-mouth advertising. As everyone knows a warm lead beats a cold call any day of the week. In order for people to make referrals they need to be able to deliver your message, easily. You can’t expect them to spend hours of their precious time memorizing your marketing message, can you? Let’s make it easy for them and hardworking for you. A memorable message will work on both counts.
No matter how manageable and memorable a message is, if it’s not motivating, it’s useless. If you understand exactly who your market is, as we discussed in Step 2, you’ll know how to create marketing messages to which they can relate. It’s a good idea to make it catchy, relate to the solution the market would like to achieve, when they use your product or service, and use an active voice. I like to create messages that have some exciting, fun and dynamic element to them. Take it from me, the world does not need another boring slogan. Don’t be afraid to go out on a limb, no one took over a market by playing it safe.
Once you have created some messages that you think fit the bill, run them by a few of your trusted friends or advisers. Have them give you feedback. Think seriously about their suggestions and make any changes you see fit. When you think it's ready launch and watch what happens.
Flexibility is key. If the first messages don’t product the desired results, don’t be afraid to adjust and try again.
Tune in tomorrow for Step 4…
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