Why Your Marketing Sucks

There are many marketing methods available to businesses these days however there is one ingredient that should not be overlooked, the power of a clear marketing message. Sounds simple I know, but it’s amazing how many marketing pieces I see that do not have a clear message.

It is vital in your marketing material to tell your target market:

• The benefits of using your product and service.

• What they should do next. (ie. Call to action)

You need a clear, compelling message to prompt your prospects to make a decision and act now. The problem is, many business owners try to squeeze as much information as they can about every single product or service they provide into a marketing piece and wonder why nobody responds. The answer is simple, in trying to say ‘everything’ about your business your message has become complicated, confusing and you have not effectively communicated anything at all.

How to fix your marketing message

Most business owners believe they have a clear direction for their marketing however, when you ask them to articulate their marketing message they often struggle to give a clear, concise response. If you are unsure yourself, how you would communicate your marketing message in a sentence or two it is time to focus your attention on creating a clear marketing message.

What makes people buy your product or service?

Why should you be trusted?

What makes you the better choice over your competition?

These questions are a great place to start when creating a marketing message. Your marketing message must answers the needs and wants of your intended recipients, your target market.

Get your marketing message out there

When you create a clear, powerful marketing message you should adapt it for a variety of advertising purposes. Of course you should use it in your advertising however, you should also consider using it in your:

• Business cards

• Sales presentations

• Workshop speeches

• Seminars

• Brochures

• Flyers

• Newsletters

• Proposal documents

• Postcards

• Website

• Banner ads

Actually, any piece of communication is an opportunity to reinforce your marketing message. You could even include it on your phone message bank.