You Are What You Communicate!
By Janice D. Byer, CCVA, MVA
Docu-Type Administrative & Web Design Services
Marketing is an integral part to any business. How you get the word
out about your product or service can have a tremendous impact on the
success of your business. Just throwing together a business card or
brochure to hand out, or a quick website is not enough. You need a
Your marketing strategy is all about communication. How you
communicate your message will have an effect on how you are perceived
in the minds of your customers. Having a clear idea of what drives
your customer to buy can help you to communicate to them why they
should buy your product or service.
So how do you go about making sure that you are saying the right
thing and that your potential customer will keep you in mind?
1. Determine the objective of your marketing
material. What do you want to accomplish with this piece of
advertising? Do you want your client to call you for further
information, do you want them to cash in a coupon or to bookmark your
website for future reference?
2. Decide who will be your target market. Are you
trying to sell to a large corporation or to the mother of small
children? 'Who' is going to buy from you is 'who' you need to focus
your message on.
3. Compose a positioning statement. In a single
sentence convey exactly how you want your customer to perceive you,
something that will stick in their mind. (ie. "We specialize in
4. Now, add a primary benefit to that sentence. (ie.
"...so you can get experienced help when you are short staffed or
5. And then, throw in a supporting benefit. (ie.
"...saving you time and money on your staffing needs.")
6. Now, work with this sentence to get your main message across. If you only had space for one message, what would it be?
7. Add any other supporting messages that will
convey the benefits of having your product or service. (ie. "No
need to provide equipment. We do everything in our office.")
8. Give your customer an opportunity to provide a desired
response. How do you want them to react to your
communication? (ie. "Wow, this is a great product that will save
me money" or "I could really use this service to get a
handle on things.")
9. Make sure to project the right tone in your
communication. Use a number of adjectives to describe your product or
service, expressing how you want to be regarded. (ie. professional,
innovative, exciting, friendly, newsworthy, etc.)
10. Last, but not least, consider how you are going to execute
your message. Does it fit best on a 3-fold brochure and what
kind of paper do you want to use? Do you need a tear-off coupon on it?
Does your message fit best on one page of a website or several pages?
How are you going to turn your marketing strategy into hard copy or
All in all, you are designing and executing your marketing strategy
to attract potential clients. Always have them in mind when putting
ideas down on paper or on the web. What you think is appealing may not
be appealing to your customer. Ensure that your message will catch
their eye and impress upon them that your product or service can make
their lives so much easier in more ways than one.... and better than