Effective Marketing and communication
The marketing avenues open to small businesses are more abundant than ever, but the principles of effective marketing communications remain essentially unchanged. Whether you create an email campaign, plan direct mail marketing with letters or postcards or simply intend to distribute fliers and business cards to prospective customers at a trade fair, you want to convey a message that gets results.
Know Your Customers
Before you begin to create a message, think about your target market. Actually, try to stop thinking about your customers as your target market for a moment, and picture the individuals who might have an interest in your offer. Then write as if you were speaking to them. This will set the tone for your ad, web page, sales letter or email. If you sell services to businesses, you will be addressing corporate decision makers, so your writing will have a different tone than it would if you were selling jeans to teenage girls.
Focus on Benefits
Don’t just cover the features of your product or service; tell your prospects how these features will benefit them. If you offer video production services, for example, explain to them how adding a professionally produced video to their website will increase conversion rates.
Put the focus on your customer instead of on your company. Instead of saying “we have the largest selection of wallpaper in town, ” invite customers to “browse through our selection of thousands of styles and find the wall covering that’s perfect for your home.”
Related Reading: How to Create Effective Marketing Campaigns
Let your customers know what they can expect from you that they won’t get from your competitor. Instead of using vague generalities such as “great customer service, ” tell them exactly how you will respond to their specific needs. Do you deliver to a larger area than your competition does? Are you open later? You might consider sending out a simple survey to determine what your prospects are looking for the most-then be the company that fills that need.
Keep it Simple
Don't complicate your message. Keep it concise and direct. Avoid phrases such as "innovative business solutions, " "superior customer service, " "money-making system" or any other clichés you might be tempted to use. You’ll recognize them because you’ve heard them so many times they’ve begun to lose their meaning.
Whenever possible, add testimonials. Some of your current satisfied customers may be happy to give you a positive review if asked.
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