Developing A Focused Marketing StrategyWritten by Lisa Packer
You want all of your marketing messages to have a single focus, so they pull together instead of competing with each other. Great! So how do you come up with one?First, there are several things you need to know. Who is your target? As specifically as possible, who are you trying to sell to? Don’t just say “women,” say, “fashion conscious women age 18-35.” Say, “stay-at-home mothers of preschool children.” Next, what benefit of your product or service will most appeal to them? Let’s say you’re selling grass seed. The fact that your seed makes lawns greener is a feature. When your neighbors get jealous of your greener lawn, that’s a benefit. And, it’s a benefit that really appeals to ego of men who enjoy working on their lawns.
| | Marketing: Can I Trust You?Written by Lisa Packer
We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. They’ve heard so many hyped claims, that they automatically distrust them all. How can you avoid this in your marketing messages? How can you convince them that what you promise is what you will actually deliver? First of all, tell truth. Don’t promise that your widget will do something it won’t. You may get sales in short term, but long term, nothing you say will be believable ever again. Now that we’ve got obvious out of way, here’s what else you can do to make your ads and commercials believable: Prove every claim that you make as you make it. Why will your widget give your prospect more time with her family? Because it slices exactly 53% faster than competition. How do I know your weight loss product works? Because it was discovered by a doctor in Nevada. What makes me think your real estate firm will sell my house? Because your average home sells within 18 days.
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