5 Tests for an Effective Message

In marketing communications what you say is as important as where and how often you say it -- the "what" being your central message or promise. So how do you find the right one?

Based on your thorough understanding of customer hot buttons, competitors, and the benefits of your offering, develop alternative messages. Then here are five questions to ask of each of them:

1) Is it unique? Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?

2) Is it meaningful?  This is where knowledge of the customer comes into play. Your uniqueness should be based on the real needs of the people who use your product or service?

3) Is it supportable?  Can you keep the promise you're making? For example, if your company message centers on superior service, are you committed to staying ahead of the competition?

4) Is it sustainable? Establishing your unique position doesn't happen overnight. The message you choose should be based on a long term, reality-based view of what you can deliver.

5) Is it concrete and easy to understand? If you ask your audience to think too hard, they may give up and go away! Simple, straight-forward messages work best.

Creating a Good Impression

No doubt about it, first impressions are important -- whether you're presenting a company, a product, or a person.   What you say, how you say it, and when you say it are all critical. As is how you look.

Here are a couple of impression-conscious concepts to remember:

MESSAGE 
You, your business, or your product need a central message -- one that's meaningful and memorable.  A great message grows out of an understanding of three things:  1) your customers' hot buttons, 2) the strengths and weaknesses of competitive products, and 3) how you or your products are different from and better than the competition's.  If you don't know these things, it's time to do research -- ask.


IMPACT 
You want to look good and to grab attention, so think a little outside the box. What will get the audience's attention (in a good way) and still stay true to your identity?  Are there colors you can use that are edgier?  Is there a way to make the design more contemporary?

Identity theft a problem? Identity NEGLECT is worse.

Identity theft is a hot topic, at least on a personal level. In business, though, the serious issue is identity neglect!

Many businesses don't pay attention to identity issues. Too bad, because maintaining a consistent identity is a low-cost way to maximize impact.

Consistency and professionalism are the keys -- helping even the smallest businesses over time.  Consistency means repetition. That's what solidifies ideas in our brains. Professionalism is about looking and sounding good based on what your audience expects.

Here's a basic identity checklist:

BUSINESS NAME - Is it distinctive? Memorable? Descriptive of what you do?

LOGO -  Have you had your logo produced professionally? Have you identified logo color(s)? Do you use all of this consistently?

TAG LINE - Do you need one? Do you have one? Does it clearly describe your company's promise? Is it customer benefit oriented? Do you use it consistently?

PRODUCT NAMES - Do you have them? Do they follow a pattern? Do they make sense with your company name?

If these questions leave you puzzled or if you're thinking about changing your name, logo or tag line, consult a marketing communications professional with experience in company identity issues. Investment up front is worth it.

Voice of the Customer: Why It's Better to Ask Than Assume

Hear that?  That faint voice?  It's your customer telling you what s/he wants.  You should listen! 

If you want your message to sink in, you need to understand what's important to prospective buyers.

You may think you know what's important. And you may be right. But why not ask and confirm your thinking? You'll get your information "straight from the horse's mouth," and you'll avoid relying on assumptions.   (You know what they same about assumptions.)

You may need to invest in (GASP) research -- voice of the customer research.  Before you run away, screaming, "Too expensive!" let me point out two things:

1.  The consequences of assuming wrong outweigh the cost of research
2.  You can scale your research and its cost to the size of your audience

Here's what I mean.  If you're marketing fast food, your audience is huge, and you need Research with a capital "R."  Planned.  Run by experts.  Good info with a big price tag.

But most of us work in small niches where you can do small "r" research. Think of 5-10 questions that will help pinpoint hot buttons. Call your top customers and prospects and ask away. You'll have great conversations, and you'll learn something each time you talk to someone. Develop a matrix of the answers and learn even more.

Now that you've listened to your customers, you're well on your way to developing your brand identity.

Branding - Beyond Livestock

Mention branding and some folks think of the Wild West, cowboys, and burnt hair/hide. Ugh! Thankfully that's not the kind of branding we're about. We're talking the McDonalds, Pepsi, Geico kind of branding. No campfire required!

Do you face competition? Most of us do. The market is flooded with every kind of business -- even marketing consultants.

How do you get noticed? Time and consistency help. But being interesting and memorable gets you visibility quicker. Establishing a memorable brand identity can be a shortcut into the hearts and minds of prospective buyers. Being distinctive and recognizable makes you memorable and separates you from the competition. And that can shorten the sales cycle down the road. Sounds good, huh?

Here are steps for establishing a personal brand identity:

1) List everything that’s distinctive and memorable about your company. (From products to location to business processes to the way you treat customers.)

2) Choose one attribute that will establish a positive tone with clients. Stay away from boring. Ask customers and prospects what's important to them.

3) Make sure whatever you choose isn’t being used by a direct competitor.

4) List all the ways you can bring your brand identity to life:

• Tag line
• Business stationery, emails
• Ads, literature, mailers
• Promotional items
• Displays
• Websites
• Social media

5) Set a schedule for getting things done.

6) Do it!

Steps 1, 2 and 3 require an objective viewpoint. Steps 4, 5 and 6 call for time, drive, focus and determination. A good consultant can be a huge help.

Grow your brand assets

Raise your hand if you think brand management is just for big companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, you're all wrong.

Brand issues are important to all companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality (sometimes referred to as company image.)

Think about your company. What personality or image do you want to present to customers and prospects? Warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated?

Does your company's logo and literature design reflect the image you want to present? Is your company's personality presented consistently throughout all forms of communication?

Overwhelmed? Let me simplify. There are four key steps in brand management:

1) Positioning - identify your company's unique benefits and image.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Brand management is an ongoing process, not a destination. Bad news: the work is never done. Good news: if you do the positioning and planning up front, protection and promotion programs flow naturally.

How do you create marketing that "looks sharp"?

After my last post I was asked what I meant by "looking sharp".  I mean looking professional, of course, but more importantly, brand image is based on a good understanding of the market.

Effective market positioning -- and from that, brand image -- grows out of an understanding of three elements:

1)  The audience -- Who buys from you?  What are their needs and wants?  What moves them?

2)  Your competition -- Who sells what you sell - or an alternative?  What are they promising?  How are they saying it?

3)  Your company -- What BENEFITS do you offer that are meaningful to the audience and that differentiate you from the competition?

The most effective marketing I've seen blends these 3 elements. The least effective is marketing built around only what the company wants to say not what the prospective customer wants to hear.

More Bang for Your Marketing $$$: Look Sharp!!!

"Look sharp. Play sharp."

That's what my daughter's softball coach said. His teams always had the whitest pants and socks. They looked good ... spiffy ...sharp.  They didn't win every game, but they did well - better than expected.

Those words have stuck with me.

In business looks matter. From your product to your place of business, your firm will be judged on how you look. Professionalism and consistency are very important.

It starts with a well-designed logo, defined company colors and a tag line that delivers your benefit message. But that is ONLY the beginning. Now you need to roll out that identity in all your communications.   It's crucially important that you use your logo, colors, and tag line consistently.  Because that will demonstrate your professionalism

Here's a list of the places where your logo, colors and tag line may appear   Use it to keep your identity crisp, clear and consistent no matter where it shows up.

· Business Stationery - letterhead, envelopes, labels (print and electronic)
· Business Cards
· Email Signatures
· Signage
· Vehicles
· Products
· Advertising - print, broadcast, electronic
· Mailers - printed, email
· Literature - print, electronic
· Website
· Social Media
· Directory Listings
· Trade Show Displays
· Forms
· Badges
· Uniforms
· Promotional Items
· Point-of-Purchase