123rf.com: Rungsun Tuntijaryiapun
Back in June, the folks at Manta posted a nice little piece about how to create an effective marketing message. The basic idea, which I agree with, is to keep a marketing message “simple, meaningful and consistent.”
Top tips:
- Make sure your message is not about the fabulousness of your widget but focuses on how it helps prospects solve a problem.
- Make a human connection, and build a relationship with your prospect. Manta recommends presenting a real-life situation.
- Make sure your call to action fits the channel and the context. Manta recommends against pressure to purchase. I’m not sure I agree. If you’ve presented your message well, it shouldn’t be too much to present some sort of time limit for a special offer, say.
In my opinion, these tips are all suited to larger businesses as well as the small businesses Manta targets. In fact, I’d add that product and service development should be driven by the market. A couple of years back, I did some writing for a company that will remain unnamed where the marketing folks were still working out who their market was and how wording could be manipulated to make it appear that the product was on target.
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