Do you ever find that your marketing efforts just don’t produce the results you were looking for? There could be many reasons for this, but more often than not, there are two reasons that seem to be the main culprits.
Reason one – your marketing message isn’t clear to your target market. Most of us have catchwords or phrases that we use in our industry that make little or no sense to customers. Put your messages in plain every day language. If you have an industry buzz word, translate it to words everyone uses. A good rule of thumb is to write your marketing message at a grade nine level.
Just as often, the main message gets lost in the copy. Put the main messages you want people to see right up front where they can’t miss it.
Reason two – the marketing isn’t targeting the right people. For instance, a car dealer was advertising a graduate discount for university graduates and was not getting a response from his newspaper ads. Newspaper had always worked well for other promotions, but not this one. The problem? He was sending his message in the wrong direction. The younger demographic are not big newspaper readers. Had he advertised online or through social media like Facebook or Twitter, he would have had much more success.
Before you embark on any marketing initiatives, make sure your message is simple and easy to understand first. Then make sure you are using the right vehicle to deliver your message.