The most successful marketing is built on strong foundations. And here’s one of them:
Before you market anything to anyone, there are 3 essential questions your prospective customers need you to answer.
- I’m really busy. And I get pestered with sales messages all day. Why should I give you my attention?
- Everyone promises an outstanding service. Most fail to deliver on that promise. What meaningful reasons are there for me to risk buying from you (or risk switching to you from my current provider)?
- I’ve never heard of you. I’ve never done business with you. Why on earth should I trust you?
The most successful brands answer those questions fully in their marketing. And they answer them with clarity. In doing so, they capture attention, create a compelling message and build the trust required for their marketing to succeed.
Now, let’s compare that with the marketing we see every day from small and medium-sized businesses.
- Instead of capturing the attention of their prospective clients, they pester people with uninspiring, needy marketing messages.
- Instead of providing a compelling proposition, they offer very little motivation why anyone should switch to their brand.
- Instead of building trust, they become instantly forgettable.
Failing in any one of those areas is enough to ruin your results. That’s why it’s critical to be as strong as possible in all three areas. Here are a few pointers to help you get it right, if you’re a DIY marketer.
- You’ll already know if your marketing is capturing attention, by measuring your response rates. If too few people open your emails, read your newsletters, respond to your advertising etc, see what you can learn from the vendors, whose material YOU always open. What do they do, which you can adapt into your marketing?
- Crafting a compelling message is a skill that takes years to develop. This is an area where almost every business owner, who writes their own marketing, has real trouble. It’s a skill that eludes not only business owners, but many marketing providers! It’s why you see at least one marketing provider at every networking event, because their own marketing sucks, so they need to network for leads. So, if at all possible, get expert help with this from a proven professional.
- Building trust is something I covered in this post – How to add credibility to your marketing.
One of the big shifts in business over the past decade or so, is the speed at which great marketing can spread. A natural consequence of this, is that average marketing (the type that kind of worked in the past), is less and less effective. It becomes hidden under the marketing messages that get shared and talked about.
Yes, the advent of low-cost digital communications has opened up a world of opportunity. However, if you want to benefit from this amazing opportunity, it’s vital to create marketing that your prospective clients will embrace and share.