Last week, something occurred to me, which I would like to share with you.
I suddenly realised that right now, in 2010, many software companies STILL use that little image of a floppy disk, as the icon for the “save” feature on a software program!
It’s years since computers came with floppy disk drives as standard and many more years, since they were the primary way to save information. As a result, there is a whole generation of young adults in the workplace, to whom that floppy icon will be pretty irrelevant.
Marketing and relevance
In marketing, we know that our message needs to be relevant to our marketplace, if we want it to resonate with them and motivate them to; buy from us, call us, visit us, click our links or email us etc. This means that we need to avoid making assumptions and base our marketing around the challenges and opportunities, which are currently facing our prospective clients.
However, it’s NOT just about your marketing message…
You see, no matter how good your marketing is, its effectiveness (and your sales results) will always be capped or limited by the value of your services or products. This means your marketing AND your products and services need to me relevant to today’s marketplace.
The bottom line: Great marketing by itself is NOT the secret to sales success. For any company to enjoy sustainable sales success, it needs to be marketing something that is just what the marketplace needs.
If you offer a range of services or products and they have remained fairly similar for a while, it might be time to review them and see if they are still 100% relevant to your clients and prospective clients. Speak with people in your target market and find out what their challenges and opportunities are today and moving forward. Your commercial success will always be linked to how well you adapt to, and service, their requirements.
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