4 Methods to Sharpen Your Marketing Message

By Wizard of Ads Partner, Tom Wanek

Edited from original. 

1. Uncover a heartfelt need.

As a marketer the best thing you can do is identify and address your customer’s most pressing need.

Are you addressing your customer’s heartfelt need? I sure hope so. Rambling on and on about things customers are indifferent to is a surefire way to lose.

2. Define your position in the customer’s mind.

Okay, you’ve uncovered a heartfelt need. Now what?

Take a sledgehammer approach to advertising it; creating a noticeable difference between you and your competition. My friend and partner, Chris Maddock calls this difference a positioning wedge. Chris puts it this way: “Say what your are; say what you’re not.” Every ad you create should contain a clearly defined positioning wedge.

The first to clearly define their position and their competitor’s usually wins the race.

And avoid this rookie mistake: Don’t attempt to scale a mountain already occupied by your competitor.

Find a mountain that’s uniquely yours. Climb it. Own it. And make it known.

3. Speak in an intimate voice.

No, I’m not recommending you break out your best Barry White imitation. That would feel kinda creepy. I’m urging you to communicate with customers in an open, honest and personal tone.

According to the 2007 Edelman Trust Barometer, when asked whose opinion they trusted most when seeking information about a company or organization, the majority of consumers responded with, “a person like me”. Consumers want to know you share their values. And your communication style gives them unmistakable clues.

4. Harness the power of social media.

Face it folks. Social media isn’t going away. It’s importance is accelerating

Unlike advertising, social media is organic and non-threatening; making it a perfect customer relationship builder. But heads up: You’re customer doesn’t want to hear a sales pitch; so happy-talk and hype is off limits. Breaking the rules will only hurt your image.

Not sure where to begin?

Here’s my beginner’s social media marketing game-plan: Create a blog. Discipline yourself to update it regularly (at least once a week). Add in a Facebook or Twitter account and you’ve got something to build on. And do yourself a favor: Please jump on the social media bandwagon before your competitor’s do. 

These are sound marketing principles. Use them to sharpen your marketing message and grow your business.

The Editor: Please read the full story here titled... Copying Obama’s Winning Strategy.

Tom Wanek is availble to help grow your business.

Call: In North America (440) 610-9746
Email: tomwanek (at) wizardofads.com

In Australia call 07 47284866