Tag Archives: marketing messaging

2010 In Review or in your Rearview?

Yep. It’s time for the lists again.

End of year = lists of best of, lists of worse of, lists of lists …

Here’s Dog-Eared Pages TOP 10 list: (drum roll please …)

How to rocket your marketing message to the moon in 2011:

1) Craft something that’s unique. What? Your marketing message sounds like the competition? That’s like nails on a chalkboard. Liven your product or service’s special selling points within your messaging. Review this year’s success. Do you have some concrete numbers you can place within the messaging? Think how powerful your message can be if you can say something like, “9 out of 10 skiers in Denver choose Pete’s Ski Shack for all their slope needs” ….

2) Leverage social media platforms … they’re free you know. Once you have your unique message crafted, now it’s time to get down to business. Think of it as a stamp. Every time you speak about your company … STAMP … your marketing message to it, especially in the social media realm. No matter what you are using, Twitter, Facebook or even LinkedIn, if your unique message is not out there, people don’t know what is different about your business. Find new ways to impart that to the masses.

3) “Shout It Out” Have you declared a message about your company and “become the broken record” of your brand? Do you tell everyone around you about your company and it’s mission? If not, now is a great time to start. Make sure your unique message stays consistent and blankets all marketing materials you produce. Yes, even the pocket folders.

4) Let Testimonials Take A Front Seat If you haven’t had a chance to gather some client feedback, the end of the year is the perfect time to listen. Find out how your product or service is working with a simple survey. I like Survey Monkey. Ask why they choose you, why they need your product/service or even what is it about the company that needs improvement. And, while you’re at it, capture some testimonials about their experience working with your company. Once you have gathered their testimonials, make sure you have their permission to use them in your future advertising effort. Testimonials can pay off in a big way and if your clients communicate a message that resonates with your unique marketing message-BONUS!

5) Speak Customer Speak, Not Industry Speak What you say and how you communicate it with your customer base is very important. If you are using industry jargon like ROI or CPE or bit-mapping, your customer may be confused. This is not to say that you should talk down to your clients. I cringe anytime someone says, “We need to dumb down our marketing messaging”. No, you just need to be more aware of your clients. Know what is important to them. Think to yourself, if I was a client of the service/product I sell, why would I need it? What issue/event causes me to need it? Then speak to that with your marketing messaging, in their words.

6) Rid Your Messages of Superlatives Super what? Superlatives are those words that make your company and the items provided sound too good to be true. Those “$5000 words”. ICK! Scrap that stuff. If you find your messaging saying anything like “The best, An Outstanding Value, Top-notch, Most Beautiful, Unmatched Quality, the “you know what” police are on their way.  While your company may be great at what they do, don’t oversell with flowery words that are limp.

7) ID Wants, Needs, and Desires Make sure that your messaging speaks to the real reason people buy from your company. What void do you fill? Is that void mentioned in your unique marketing message? One of my favorite tag lines I saw this past month was “We Scoop Poop”. It’s direct, it tells the need they fill and what it is they do. Even if it’s a dirty job, they nailed their marketing message in only 3 words-BRAVO!

8) Support Your Message No matter what venue you are using to promote your product, make sure what you say is in line with how your company is different. Even in your public relation materials, you should speak with the same messaging. If you are giving away calendars, those words that speak to your business’ uniqueness still need to be present. Support your unique messaging across all formats.

9) Use $5 Words Instead of $5000 Words There is no reason to speak in verbose words. It can be an immediate turn off for many people. If your business comes across as ego-centered or too elite, it can send your customers quickly into your competitor’s offices. Use common words that your target market would use. Much like speaking “industry talk”, using big words can work against your messaging.

10) Focus on one thing Even if your company is great at everything it does, having no more that two outstanding (opps-superlative) things that your business can do is key. Don’t try to sell all aspects of your business in a small print ad. Just promote the one main thing you wish your target market to know. That’s it. It’s then up to your sales force to showcase the rest of your greatness.

Here’s to a Happy 2011!

Wishing you much success –

Sarah @ Dog-Eared Pages

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Why Simple Simon Had It Right

What a great insight USA Today provided  recently in their article denoting that  how simple sells. I talk about this a lot and firmly believe in the less you say, the more you tell. USA Today goes on to state that simplistic marketing tactics are expected to be king in 2010. Oh be still my beating heart!!

Think about the last few things you have seen from:

Apple

Starbuck’s

Campbell’s

Besides the fact that they are all well established brands, they have one brilliant thing in common. Their marketing message, look and promotional insight are all simply executed. No flowery words. No extra fluff. It’s ONLY what they do, how the do it and what benefit they provide to their customer.

I offer this thought in reaction to the new trend expected for 2010 … How can you simplify your current marketing message?

Here are three ways to simplify and sell your product/service:

1) Focus on the reason your top five customers choose you over your competition. What you haven’t had that conversation? Now is the perfect time to start. Give your favorite customers a call. Ask them why and how they decided upon you.

2) Promote only one thing at a time. Don’t have an offer on every single page of your web site that is different. Be direct. Be focused. Offer only one thing, one incentive or one benefit at a time. With all the media circus that is around us, one direct, focused message can really stand out in the crowd.

3) Think like your customers. How many times have you fallen into the trap of creating marketing messages, advertising pieces that you like, only to find out your clients didn’t “get it”? Step back from your industry talk, put yourself in your consumer’s shoes. What is it that you would like to know about the product or service you are in the process of purchasing? What are some of your objections to buying the item? What factors have come into play that made your potential customer choose a competitor over you? Not sure what the answers are to these questions? Get busy doing the research. Once you find that one thing-focus in on that and only that.

Wishing you much success-

Sarah @ Dog-Eared Pages

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Talking To Yourself, Again?

I know many of us fall into the trap of talking to ourselves. I am not speaking of those times when you’re in your car. You know who you are!  While stuck in traffic, you carry out the full dialog of how you want to tell your boss to leave you alone and how you should be promoted to the next level. As you finally have the discussion wrapped up, you realize the people on either side of you are watching your weird facial contortions and wondering who you are talking to in your car. I’m speaking of your marketing.

So many times when we craft our own marketing message, we craft it so WE understand it. Trust me, I’ve fallen into the trap using words that only ad industry people use, like ROI, target market, one-sheet, creative brief, etc. That’s why I have to share a great article I found today. If you’re looking for a good resource to help you tighten up your messaging, write clearer and with brevity, this article and the resources within it can help!Picture 2

Sarah @ Dog-Eared Pages

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