A marketing message should, within 30 seconds, allow the reader, viewer or listener to decide “I want to know more” or “This isn’t for me.”

That’s right, your marketing message should drive uninterested parties away.  I know that this is counter-intuitive.  It flies in the face of most marketing literature that touts the marketer’s ability to attract more and more business for you.

The reality is that attracting ‘buyers’ who aren’t really interested in what you have to offer produces some ugly results including:

• Wasting your time, energy and money.
• Increasing the number of sales rejections.
• Discounting to close sales.
• Causing you to doubt the value of your offerings.
• Taking on customers who cost you money.
• Adding needless infrastructure.

What should an effective marketing message contain?

When we create marketing messages our natural tendency is to talk about:

• What we do.
• How we do it.
• Why we’re better than everyone else.

The reality is that buyers don’t care about us, they want to know what our offering is going to do for them.  With that in mind, your marketing message should include:

• Brand promise – the result the buyer can expect.
• Examples of the results customers have gotten.
• Answers to objections your salespeople get.
• A call to action.
• Clear instructions on how to order.

Triggering emotions

Keep in mind that your messages must trigger emotional reactions to garner buyers’ interest.  All too often we use logic in our marketing messages, then wonder why we’re not generating more interest.  The reality is that purchases are made emotionally, then supported logically.  Unless you’re triggering an emotional reaction whether it’s removing the prospect’s pain or helping them realize a dream, you’re not likely to garner much attention for your offerings.

Laying the foundation

Finally, great marketing messages lay the foundation on which sales are built.  Marketing messages that are designed to attract buyers who want what your brand promises allows your sales force to make sales more quickly and at higher prices (margins).  These messages also help people who aren’t interested opt out more quickly so they don’t waste your sales force’s time.  For more insights into how this time can be used visit Sales.

For you

To help you achieve these goals, I’ve created a marketing self-assessment.  It’s confidential, only you will see the results.  It’s a quick, easy way for you to evaluate your marketing messages and determine what changes you need to make to generate higher and higher levels of interest from buyers in your ideal market – those who value what you offer enough to pay premium prices to get it.

For those of you who aren’t getting the results you’d like or who don’t enjoy marketing and would prefer to have someone do that for you, I’m just a phone call away at 314-707-3771.