I wish I had £1 for every time someone has told me that ‘marketing doesn’t work’, ‘fliers don’t work’, ‘advertising doesn’t work’, my profits would show a significant increase! What we’re talking about here falls into the category of ‘marketing communications’. The key word is ‘communication’. When marketing doesn’t work it is often because the content doesn’t communicate.
Features don’t sell.
Take a look at the fliers that come through your door, many of them will just list the features of a product or service, usually as bullet points. So a cleaner might list, vacuuming, dusting, ironing; a printer will list leaflets, business cards, letterheads; or a cafe could list breakfast, coffee, sandwiches. These might work if they land on the mat of a person who is looking for that precise service at that particular time but that rarely happens. Fliers like these don’t get the conversation in my head going.
Speak to me.
If you want your marketing to get a response from your prospect it needs to engage them in a kind of conversation, initially one they have with themselves. You need to spell out what your prospect has to gain from using your services. So the cleaner, rather than listing all the features of his service, might encourage me by talking about ‘come home to a sparkling clean house and enjoy your time off’; the printer might say, ‘give your prospects a business card that conveys the quality service that you provide’ and the cafe might describe, ‘fresh, healthy sandwiches to set you up for a productive afternoon’. Whilst none of these is perfect they will at least make me think how having a cleaner might enhance my life, or whether or not my business cards are making the right impression or how hungry I am!
Ask yourself why.
Before you start developing your marketing communication ask yourself why your prospect might want your product or service. So I might want a cleaner so I can have time for my family or my hobbies; I might want the ironing done because I’d rather be in the garden; I might want some fliers to convert prospects into customers; I might want breakfast to give me the energy to tackle my to do list or I might want to enjoy a coffee with a friend.
Make a list of as many reasons why your prospect might want each of your products or services as you can think of. Somewhere in that list will be the message that will resonate with your target. Once you know the message then you just have to find the words to communicate it. Easy! Well maybe not but that’s the topic for another post…
Glenda Shawley helps owners of small businesses understand what matters to their customers and then communicate this in a way that turns suspects into prospects, prospects into customers and customers into fans.