Your audience doesn’t always see things the way you do. If you’re lucky, they acted upon your outbound promotions once out of 20 times.
Yes, that’s right. If you can get a 5% response rate from your direct communications, you’re doing quite well.
Think about those numbers the next time you begin tiring of saying the same things … in the same way … to the same people. Consistency, frequency and, of course, clarity are each critical to having your value statement penetrate the marketplace and gain traction. And, without traction, you cannot build momentum.
Now that doesn’t mean you shouldn’t always be looking for ways to improve your messaging and keep things fresh. Market dynamics, your competitors’ practices, internal change and other environmental factors should all be considered as you modify your outbound efforts. But a consistent foundation of identity, style and tone are vital to providing a suitable “umbrella” over your company, product or service.
Change for the sake of change? Think twice before you act. Otherwise, you’ll risk turning your business into a moving target.
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.
Price, style, features and convenience will always be important factors to closing a sale. However, there’s a lot more to promoting your business than what your goods or services mean to your direct consumers. In fact, your audience is likely much broader than you realize.
Those who can harness the benefits of new technology without losing sight of the basics, like branding, creativity and targeted outreach, will be poised for greater success than those who find contentment with what they consider, “Good enough.”
Isolating yourself in a bubble of self-adulation might make you feel good. But, it doesn’t get you anywhere and, worse yet, it prevents you from uncovering opportunities to distinguish your business from the competition.
Don’t claim to be what you’re not. Embrace what you are, what makes you great and why that should be important to your audience.
Emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so.
Sure, “all about you” is important. And you may be the one of best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.
Yes, watching the ads is great fun. Especially to us in the biz. And some of them do set new creative trends. But, what’s the real purpose? Is it to outdo the others? To get the industry awards? The most post-game buzz?