Marketing Tips

You should now be well aware that all your customers care about is what's in it for them. Tell them benefits, offer proof of problems solved via case studies, examples of reliability or quality, and details on how to order or make contact with you. Here are a few tips on crafting an effective message.

• Litter your website and marketing materials with clear and concise benefits, as it's those that make people spend their money, not features. Focus your words on solving a problem that your customer/prospect has. What can you do for them and exactly how? You need to spell out these benefits loud and clear. What do I really get from this purchase?
• Don't be sensational as there's plenty of hype and over-promising these days. Consumers are worn out with it all and can see through sensationalist claims. Only include benefits you can back up with proof and results/testimonials.
• Grab your readers' attention with a good headline and opening paragraph. The headline should be benefit-rich and concise - it should make your reader want to read more and it should never end with a full stop. You don't want your reader to stop.
• Use testimonials where possible in all sales literature, including on your website. Quotes from happy customers work very well in convincing similar people with similar needs to go ahead and buy something. As part of your marketing plan include time to contact existing/past customers for testimonials and referrals.
• Use a PS - this is as important as the headline and must be benefit-rich.
• Include calls to action. Tell your customer exactly what you want them to do and when: for example, phone today to secure your place on a course that will transform your leadership skills, call now to take advantage of the early bird discount.

Each single element of a whole campaign - the message, copy, design, layout, media used - everything should appeal to the target's self-interest. It must do this, while also highlighting a company's brand personality and unique strengths. To create a campaign that focuses on audience self-interest and the key brand message, you need to establish which of your unique strengths your customers value the most. You will have uncovered them from your customer survey, now is your chance to use that knowledge to your advantage.