A Few Marketing Truths - Read This Article!

No matter the medium or audience, it is important to remember a few basic marketing truths that have, and will, stand the test of time.

1. A Call To Action Works - It's no secret... people need motivators to take an action. While the tools we use and the channels we follow may change over time, the people and segments that we're trying to reach have remained the same. 1) Creating urgency, 2) Providing direction and 3) Appealing to emotion are all effective for eliciting a desired behavior and should be a focus when developing your message. Get to know your audience and what motivates them, and give them a reason as well as the next step to work with you.

2. Simplicity and Consistency - From your message to your communication channels, it is important to make it easy for a potential client to understand and communicate with your organization. A clear and consistent message will allow your involved and uninvolved audience members to identify and effectively process your message. Furthermore, make sure that you're utilizing the communications channels that your audience prefers (phone, email, chat, forum, social network, etc). the easier it is for a client to understand and communicate with you the more effective you will be in creating and driving business.

3. Once You're In The Consideration Set, Show Your Differentiators - In order for a client to consider you as a viable solution/service/product etc., you have to meet the general criteria involved in the selection process. This is what gets you "in" the proverbial door. Unfortunately, many companies - once invited "in" - feel the need to provide additional reasons why they should be allowed in. This is a mistake.

When showing your company's value, communicate the 2-3 points of parity that allow your prospective clients to qualify your organization. At this point, it is critical to focus on the specific item or items that set your organization apart (from the client's standpoint). This message should be highly tailored to the specific client (if possible). Additionally, don't feel the need to show EVERY point of differentiation. Instead, focus on the most impactful and stick to your guns.

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