How to Boost Marketing Message

What is the major reason a customer makes a purchase that most advertising misses?

Ask that questions of any sales, advertising, PR, Promotion and marketing person you know. You'll hear price, convenience, timing, need and more, but the answer is almost always perceived or real benefit to be received. Will it make us healthier, sexier, stronger, faster, look better and so on?

The failure in most marketing communication is a focus on features not the benefit. This should be as obvious as the nose on your face. It is commonsense. It is too rarely used.

Don't forget the benefits!

Make Customers Want to Keep Your Ads - Smart Marketing Move

This week’s Smart Marketing Move goes to Campbell’s!

Everyone knows they make soup, soup is soup right? In one of their advertisements they included a recipe. Along with a picture of the final product and the product that makes the recipe, Creamy Chicken Soup.

This is a great way to move more products that might not sell as much. Most people know to use cream of mushroom in recipes but might not think of Cream of Chicken.

So nice work Campbell’s, you’ve taken your advertisement to the next level! This is now something that your customers will KEEP.

Lesson Learned: Think of a way to get your customers to KEEP your advertisement, even if it is just for a little bit. It could be a coupon that expires in 2-3 months, it could tips on your business topic, and like Campbell’s it could be a recipe.

Communicating from the Right Perspective

What is the one subject that your target audience is most interested in? 

Themselves!

Thus you need to be communicating from their perspective, not yours. What "message" impacts sales of your products or services more than anything else? Is is Price, Features, Benefits? It's the latter, whether they are real or perceived benefits, they are the points that need to be communicated to answer the question - What's in it for me to become (or stay) your customer?

Sit Up & Take Notice - Smart Thought

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

In order to get people to sit-up and take notice of you, you have to sit-up and take notice of what makes people sit-up and take notice” --Frank Roemer

Focus on what people are most interested in. . .THEMSELVES! Benefits, real or perceived, are the key factors in getting your target audience to take the actions you desire. Succinctly describe the true benefits you deliver and communicate at every level you can.