Finding success in marketing may often seem like walking into a brick wall, but there are some basic concepts that can help any form of marketing be better. You’ll find a few of them listed below:
Strengthen the Lead
Customers rarely want to wait around for your marketing content to get to the point. It’s important to start strong and say the most important thing first. This gets the customer’s attention immediately, and consequently lets you spend more time on the explanation.
That’s why you see adverts with 50% OFF splashed in large font while the disclaimers are in smaller print at the bottom or off to the side. It’s not about deception. It’s about getting the customer’s attention so that the will read the rest.
Make It Visual
As you’ve read here many times before, images and graphics do more to get the customer’s attention than any number of beautifully written words. Use graphics, use pictures, use anything and everything you can to catch your customer’s eye. Then keep their attention with your impressive writing skills.
Devote To Details
Vagueness gets you nowhere fast. Customer’s want to know why they should spend their money with you. You have to provide them those reasons in detail, not broad generalities.
Ex. Quality means nothing without an explanation to back it up. It’s been so overused in marketing speak that it’s a non-word. It has no real meaning to the consumer. Explaining what makes your product quality restores meaning and even lets you define it in your own terms.
Know Your Audience
No, that doesn’t mean to know them personally. It means to know before you begin exactly who you are targeting with any specific campaign or piece of marketing material. Each should have a specific audience and the more narrow and refined the better. Without that targeted approach, you are throwing darts while wearing a blindfold and hoping to hit the bullseye.
Always Be Closing
Yes, it’s a movie quote (thank you Glengarry Glen Ross,) but it also happens to be excellent advice. Every piece of marketing should have a stated purpose, should have a specific call-to-action for the customer and should be constantly evaluated to see if it’s worth continuing or if it’s time to pull the plug.
Consistency and persistency are important, but knowing when to walk away will always make you more money than sticking to a bad strategy.
Being a good marketer isn’t hard, but it does require adherence to a few universal truths. Have some tips you’d like to share? Add them in the comments below or be social and hit us up on Facebook or Twitter.