When you write a marketing message, make sure that it’s focussed 100% on getting the right message to the right person.
Too much marketing is vague; intended to appeal to as wide a group as possible. However, by being vaguely relevant to everyone, the message is going to be directly relevant to no one!
Motivation and marketing
The word motivation comes from two words; motive and action. If you want to motivate someone to take action, (email you, call you, visit you, buy from you) your message must be motivating.
Never dilute your marketing in order to give it a wider appeal. Instead, make your marketing as focused and compelling as possible, to the kind of people you want to do business with.
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It seems to me that time is once of the culprit for making this mistake. I have at times tried to reach many with a message thinking that it was efficient use of time. I can see now that this may not be effective use of time.
Susan,
Thanks for the comment and your honesty.
Many, many businesspeople make this mistake; either because they want to save money, time or both.
Paradoxically, it doesn’t do either.
You are SO right Jim. Spot on!
This is particularly important in light of the current economic climate. Although people are slightly more nervous they HAVEN’T stopped buying. They are just more discerning about who and what they invest their time and money in. They need to know now more than every that the product or service they wish to purchase is specifically tailored to their individual needs.
A great post as always Jim. Thanks for sharing your pearls of wisdom.
Victoria,
Thanks for the comment.
You are 100% right – people still spend money when times are tough.
They are just more value focused. It’s actually a GREAT opportunity for many companies to gain market share.
Marketing with a purpose… Makes sense to me!
Match the target market’s motivators with your product or service’s top promise. Not all motivators work with all audiences.