As you rush to launch a product or expand into new services, it is tempting create a marketing plan and promotional strategy before determining how you’re going to communicate to your customers.
Often clients come to me when they are just about to launch their product or service and wanting a marketing strategy.
When I asked them what is their message. What is it they want to communicate to their customers –they are more likely to give me a slogan, or something that is more about their business, or their mission and vision not about how the product or service helps the customer. In other words I am likely to hear a ‘me message ’ or a message about the company rather than providing a ‘you message ‘ or how the product or service fulfills the need of the customer.
A marketing message is meant to grab the customers’ attention, resonate with their needs, identify how your service or product will help solve their problem and give them a reason for choosing you to do business with.
I recently reviewed a friends marketing materials only to find the copy was loaded with corporate jargon, referenced the company’s’ business proposition in a generic way with no reference as to what made my friend, a business professional, different and how he could meet his customers’ or prospects needs.
Imagine if you had a cough and went looking for an over the counter remedy at the drug store. The packaging contained information only about the company and not who the medicine is for and how it will help you? Would you buy it?
Here are a few questions to ask yourself when creating your marketing messages.
1. Who is your target market? Geographic? Age? Gender? Income? Etc.
2. What are their need(s)/problems facing your customer?
3. How does the problem or need affect your customer?
4. What is the emotional or key need behind your product or service that touches at the core of your customers’ psyche?
5. How will your product or service help them/resolve their problem/issues? What are the benefits?
6. What is different about your product/service from the competition.
7. Do you have facts and examples to back up you claims? Testimonials.
Once you’ve answered these questions, you can begin to craft your messages and start creating your marketing communications strategy. Combine this with solid thinking about ways to market your product or service and you will have a winning strategy.
Marjorie Wallens, is principal and founder of MJW COMMUNICATIONS an experienced Toronto public relations/marketing communications company that helps make contacts, and build the relationships needed to create awareness or promote products and services – leading to increased sales. Services include: Marketing, Web Development, SEO & Social Media Marketing, Promotion, PR/Media Relations, Copy Writing,