Okay so maybe we’re not out of the recession woods yet, but I have a sense things are turning around. My colleagues are getting busier and let’s face it, I haven’t had a lot of time to go out for a leisurely afternoon latte! The long and short of it is this. As I talk with more and more small and medium-sized business owners, I am hearing that their old marketing maneuvers in the form of brochures, print ads and yellow page advertising just aren’t working. While these venues do work for some industries better than others, it’s often how the company communicates and what they say that has a true defining impact on their bottom line.
Should you just ‘Say Anything’?
The first question, when I begin brainstorming with the client, normally is about marketing messaging. They ask me, “Isn’t it okay for my message to include something for everyone.” This is often one of the biggest mistakes a company can make. Don’t sell everything to everyone. It doesn’t help you stand out in the crowd.
Think of your message as a banner flying over your community. If you only had Five Words to say, that summed up exactly what your business does, what would they be? It’s not easy, but it gets you to begin thinking about short messages that stick.
See Nike’s “Just do it.” Or what about Apple, they don’t even have one, they just have an image … an Apple. Seems pretty elementary when you think about it, but this one concept can cause major problems, especially if you use multiple messages.
If you want some real examples how the recession and new marketing messaging is changing the income for some businesses, take a look at these examples.