Call me old fashioned, but I am increasingly irritated by a rash of "dumbed down" advertisements in today's pop culture. These sorts of messages may not work as expected.
What do I mean? Ads that use excessive vernacular or childish words (my current peeve is "melty"), display infantile behavior, affect "edginess" and which assume that the consumer is mentally about age seven. My suspicion is that, like too many businesses, there is a lemming-like desire to speak to the so-called Millennial Generation and that the agencies presume that Millennials are a pack of underdeveloped lightweights. To be sure, some are. However, my long experience assures me that the vast majority are highly intelligent consumers.
People respond to complimentary images in advertising. That is, if they see themselves in a message, they will be more attentive. If they see something else, they're almost certainly going to tune out. Or worse, if they see offensive stereotypes they may react more forcefully---by sharing their negative impression with others.
My guess is that the sort of advertising I described above is backfiring. Those campaigns are likely not creating much in the way of new customers and may even be driving out previous customers.
Bottom Line: It is always the best policy to speak to potential customers in a manner that assures them that you respect them. My advice is never to react to pop culture cues and speak down, and never describe customers as fools. There is a positive payoff to "smarting up".
Showing posts with label messaging. Show all posts
Showing posts with label messaging. Show all posts
Wednesday, May 2, 2018
Thursday, April 5, 2018
(Re)freshing Thoughts
I've just spotted the most delightful advertisement on the side of a tractor-trailer. The name of the advertiser isn't important, but the message was wonderful. It read "the freshest thought in fresh mushrooms."
Step back a moment and consider this. There's almost nothing intrinsically exciting about mushrooms (to non-foodies, at least). Getting a consumer excited about them is going to be a challenge.
Yet here is an advertiser who grabbed the bull by the horns and embraced the challenge. They didn't hesitate to call attention to the humdrum commodity product and add a new layer of depth without going over the wall. By this I mean they didn't use hyperbole (e.g. "the best mushrooms ever", or "our mushrooms are the freshest). Instead they suggested that they're doing some serious thinking about delivering the freshest possible mushrooms. Heck, one thinks, if they are so dedicated to mushrooms their entire produce line must be wonderful! In all, a deft touch.
Bottom Line: Sometimes the route to a good message is through the humblest offerings. A marketer must not disparage or fear humble fare, and by embracing it with gusto and plausible language can gain the attention of a prospect.
Step back a moment and consider this. There's almost nothing intrinsically exciting about mushrooms (to non-foodies, at least). Getting a consumer excited about them is going to be a challenge.
Yet here is an advertiser who grabbed the bull by the horns and embraced the challenge. They didn't hesitate to call attention to the humdrum commodity product and add a new layer of depth without going over the wall. By this I mean they didn't use hyperbole (e.g. "the best mushrooms ever", or "our mushrooms are the freshest). Instead they suggested that they're doing some serious thinking about delivering the freshest possible mushrooms. Heck, one thinks, if they are so dedicated to mushrooms their entire produce line must be wonderful! In all, a deft touch.
Bottom Line: Sometimes the route to a good message is through the humblest offerings. A marketer must not disparage or fear humble fare, and by embracing it with gusto and plausible language can gain the attention of a prospect.
Tuesday, November 14, 2017
The Right Balance
An entrepreneur I know well has been ramping up messaging on social media pages and email contacts with a surprisingly candid, yet highly effective approach. It's refreshing!
I'm hardly ever impressed by braggarts. Perhaps you know the type. Those folks claim to be the absolute best in their field or geographic area on little more than their own say-so. It's a bad place to be when, if met face to face, they are found wanting. There is but one place for their brand to go.
My peer mentioned above has been brave enough to talk about a time when she was, at least in her own view, less effective and wracked by self-doubt. She then talks about her story overcoming those doubts and how she put her own medicine to work building a consulting practice. And that leads to a discussion about how she in turn helps others present themselves to best effective.
What works so well in this messaging is the vulnerability. I think that doing so establishes a genuineness and credibility with the audience. And when someone meets my peer, I think they only find a consultant who is more effective than she claims. She laid the foundation where there is really only one place to go---up.
Bottom Line: Look at brand messaging as an opportunity to establish a genuine "you." Writing a story to share is a wonderful way to start. Use that exercise as a means of eliminating braggadocio and undue claims. A genuine person is most likely to attract clients and customers.
I'm hardly ever impressed by braggarts. Perhaps you know the type. Those folks claim to be the absolute best in their field or geographic area on little more than their own say-so. It's a bad place to be when, if met face to face, they are found wanting. There is but one place for their brand to go.
My peer mentioned above has been brave enough to talk about a time when she was, at least in her own view, less effective and wracked by self-doubt. She then talks about her story overcoming those doubts and how she put her own medicine to work building a consulting practice. And that leads to a discussion about how she in turn helps others present themselves to best effective.
What works so well in this messaging is the vulnerability. I think that doing so establishes a genuineness and credibility with the audience. And when someone meets my peer, I think they only find a consultant who is more effective than she claims. She laid the foundation where there is really only one place to go---up.
Bottom Line: Look at brand messaging as an opportunity to establish a genuine "you." Writing a story to share is a wonderful way to start. Use that exercise as a means of eliminating braggadocio and undue claims. A genuine person is most likely to attract clients and customers.
Tuesday, October 17, 2017
Muddy Messaging
A large company is currently running a series of ads on the television. They're pretty bad. For one they are 100% "Brand X" spots in which their only statement is that the competitor is "bad." And for another, they're poorly recorded so that some of the actors' lines end up as mumbling.
What is worse is that their message is remarkably muddy. I do not know who the target audience is. The actors involved portray conspicuously "bad" archetypes yet bitterly complain about the competitor, which is, as noted, "bad". Does that mean that the poor folks buying service from the competitor are awful? (and undesirable?) or is it that even the competitors' base are too dumb to switch?---or, perhaps, are as dumb as the advertiser thinks its own customers are? No matter which way I look at it, there is no obvious target in mind.
Advertising is expensive and every word, minute, and image counts. There should be no question who is the intended audience nor how the advertiser will help that audience. Anything else is a waste of good money.
Bottom Line: How muddy is your message? Is it obvious who you are having a conversation with? what you're inviting them to do? how you can help? Solicit other opinions before committing money to a campaign. Don't confuse "good" with "bad"!
Friday, October 6, 2017
The Power of Story
A recent conversation with a client illustrates the power of story in not only messaging but refining a target customer.
The case involved marketing a health-focused product. Our conversation began with a better understanding of a fairly vague target. The client told her own story of becoming a customer of the product and it occurred to me that the story was much more useful than the client expected: that is, while it was on the one hand a marvelous device for expressing the client's passion, warmth and energy and the product's virtue, it was also a means of connecting with the right target. And in this case someone more or less exactly like the client.
I invited the client to fill in the details of the point where the product changed the client's life and to think of speaking to those in the same life circumstances, as if a group of friends. The story will become a valuable video in the client's messaging.
Bottom Line: Having difficulty narrowing your focus to an ideal target customer? Consider writing down your own story on how you came to offer your own particular product or service and then visualize who you're speaking to as concretely as possible. You should begin to gain some very valuable perspective as well as juice up your own messaging!
The case involved marketing a health-focused product. Our conversation began with a better understanding of a fairly vague target. The client told her own story of becoming a customer of the product and it occurred to me that the story was much more useful than the client expected: that is, while it was on the one hand a marvelous device for expressing the client's passion, warmth and energy and the product's virtue, it was also a means of connecting with the right target. And in this case someone more or less exactly like the client.
I invited the client to fill in the details of the point where the product changed the client's life and to think of speaking to those in the same life circumstances, as if a group of friends. The story will become a valuable video in the client's messaging.
Bottom Line: Having difficulty narrowing your focus to an ideal target customer? Consider writing down your own story on how you came to offer your own particular product or service and then visualize who you're speaking to as concretely as possible. You should begin to gain some very valuable perspective as well as juice up your own messaging!
Tuesday, August 29, 2017
Customer Alienation
In this age of sharper political conflict, a truly sad consequence is alienation of customers. Some of this alienation is forced upon a business through a boycott, either because a business has taken a stand of some kind that others find disagreeable or worse, because the business owner is identified as a target because of their ethnicity or gender.
There is another class of alienation that I just don't get. In this case a business owner (or CEO or other high ranking official) affirmatively drives off customers. In the cases of which I am aware the rejected customers voted a certain way. This goes beyond saying, "If you voted that way, you'd best understand we have different values than you, so don't complain".
There is a huge danger here.
Consider that it is hard to win customers. Proof? Consider how much money or time we spent promoting, advertising and marketing businesses. If you spurn a large segment of the marketplace, you're going to have to make it with what's left. In these political cases some of these businesses are redlining half or more of their prospect base. And they're doing so when research is showing that quite a few of the remaining prospects don't like those businesses because they're national franchise operations lacking local charm and character.
This is no way to run a business. Shouldn't this be about serving people with the best product or service?
Bottom Line: It's hard to build a customer base and easy to destroy one. Business owners should be leery of putting agendas before customers. Stay away from toxic messaging!
There is another class of alienation that I just don't get. In this case a business owner (or CEO or other high ranking official) affirmatively drives off customers. In the cases of which I am aware the rejected customers voted a certain way. This goes beyond saying, "If you voted that way, you'd best understand we have different values than you, so don't complain".
There is a huge danger here.
Consider that it is hard to win customers. Proof? Consider how much money or time we spent promoting, advertising and marketing businesses. If you spurn a large segment of the marketplace, you're going to have to make it with what's left. In these political cases some of these businesses are redlining half or more of their prospect base. And they're doing so when research is showing that quite a few of the remaining prospects don't like those businesses because they're national franchise operations lacking local charm and character.
This is no way to run a business. Shouldn't this be about serving people with the best product or service?
Bottom Line: It's hard to build a customer base and easy to destroy one. Business owners should be leery of putting agendas before customers. Stay away from toxic messaging!
Monday, August 14, 2017
A Strange Way to Market
Lately I have been watching a strange marketing campaign. It strikes me as one that violates all of the rules of successful marketing strategy. It isn't working, but its promoter is only doubling down and making a more frantic effort along the same lines.
The marketeer chose as the strategy a variation of the old "Brand X" model where a brand seeks an advantage over a competitor by pointing at defects in the competitive product. Over time Brand X campaigns have gotten shallower and even nastier. (An example: an ISP even practically grunts, Tarzan-style, "Us good. Them bad".)
Our example advertiser doesn't spend any time or energy promoting their own product. Everything is directed at assailing the competitor, describing it and the competitor in the vilest way, advancing extremely dubious claims that often don't hold water, and hinting rather conspicuously that the product could only be desirable to subhumans. What is worse is that the marketeer in question actually attacks consumers of the alternative product as idiots---and much worse.
Step back and think about this. You want to command the market and sell your product. To do that you need more consumers. To do that you need to convince those prospects to buy yours. And yet you....insult--and attack--those prospects. What a strange, foolish way to do business. It is no wonder that the advertiser is failing miserably with declining sales over time. Yet that advertiser persists and is doubling down with stronger, nastier insults.
Bottom Line: Are you selling with a Brand X or derivative strategy? Are you finding yourself, even unintentionally, attacking prospects who go elsewhere? Always return to basic principles of informing and courting prospects and where competitors exist only pointing out your own competitive advantages rather than any self-perceived deficiencies.
The marketeer chose as the strategy a variation of the old "Brand X" model where a brand seeks an advantage over a competitor by pointing at defects in the competitive product. Over time Brand X campaigns have gotten shallower and even nastier. (An example: an ISP even practically grunts, Tarzan-style, "Us good. Them bad".)
Our example advertiser doesn't spend any time or energy promoting their own product. Everything is directed at assailing the competitor, describing it and the competitor in the vilest way, advancing extremely dubious claims that often don't hold water, and hinting rather conspicuously that the product could only be desirable to subhumans. What is worse is that the marketeer in question actually attacks consumers of the alternative product as idiots---and much worse.
Step back and think about this. You want to command the market and sell your product. To do that you need more consumers. To do that you need to convince those prospects to buy yours. And yet you....insult--and attack--those prospects. What a strange, foolish way to do business. It is no wonder that the advertiser is failing miserably with declining sales over time. Yet that advertiser persists and is doubling down with stronger, nastier insults.
Bottom Line: Are you selling with a Brand X or derivative strategy? Are you finding yourself, even unintentionally, attacking prospects who go elsewhere? Always return to basic principles of informing and courting prospects and where competitors exist only pointing out your own competitive advantages rather than any self-perceived deficiencies.
Friday, July 28, 2017
Are You Sending Mixed Signals?
It is surprising how many businesses send mixed signals to their markets. That is, their messages talk to different segments in different (and usually contradictory ways) or they speak to one segment with more than one message.
One example is a pizza shop in my city. They conspicuously brand themselves as a pizza shop (it is in their name) but they message as a traditional Italian restaurant. And they proclaim that they are a trendy night spot/bar but also a family-friendly dining spot. The result is confusion. And traffic is not there.
Another example is an entrepreneur who sells two entirely different products at the same time, advertising both financial planning services and a healthy living supplement. Because advertising time and space is limited, only half a message gets out at best for each line. The result is confusion.
Less glaring examples exist. Consider an advertisement that emphasizes low cost (something that appeals to a classic budget-conscious shopper) but also style/fashion/trendiness (something that appeals to a vanity shopper). They are in fact trying to sell to two different markets in the same space. And the result is confusion.
Bottom Line: How do you speak to your market? do you inadvertently send mixed messages to your market place? Are you trying to do too much with one advertisement or promotion? Can you simplify and speak to one target at a time and avoid trying to target too many different segments?
One example is a pizza shop in my city. They conspicuously brand themselves as a pizza shop (it is in their name) but they message as a traditional Italian restaurant. And they proclaim that they are a trendy night spot/bar but also a family-friendly dining spot. The result is confusion. And traffic is not there.
Another example is an entrepreneur who sells two entirely different products at the same time, advertising both financial planning services and a healthy living supplement. Because advertising time and space is limited, only half a message gets out at best for each line. The result is confusion.
Less glaring examples exist. Consider an advertisement that emphasizes low cost (something that appeals to a classic budget-conscious shopper) but also style/fashion/trendiness (something that appeals to a vanity shopper). They are in fact trying to sell to two different markets in the same space. And the result is confusion.
Bottom Line: How do you speak to your market? do you inadvertently send mixed messages to your market place? Are you trying to do too much with one advertisement or promotion? Can you simplify and speak to one target at a time and avoid trying to target too many different segments?
Friday, May 12, 2017
Stay Focused
One of the marketing behaviors that strikes me as counter-productive is what I call "double messaging". It is common among business owners who are trying to market multiple products or services, but it also shows up among entrepreneurs who pitch different businesses at the same time. I have heard a 30 second "commercial" that included material on three separate businesses!
Why is this counter-productive? Listeners---potential customers---are only going to give us so much time to gain their attention. A single message must be highly focused to have a chance of gaining this acceptance. If we muddle the message with too many threads of thought we run a huge risk of the potential customer switching off.
It will be necessary to prioritize. Pick a message and focus strictly on that one business, product or service. Be crystal clear what are its benefits to the prospect. Be crystal clear on how the prospect can obtain the product or service.
The result is a laser focused message that can be readily absorbed by a potential customer in that narrow time window they allow us.
Bottom Line: Be careful to tidy up your advertising and promotional messages to prospects. Are they trying to do too much at one time? Is there a potential for confusion? Stay focused!
Why is this counter-productive? Listeners---potential customers---are only going to give us so much time to gain their attention. A single message must be highly focused to have a chance of gaining this acceptance. If we muddle the message with too many threads of thought we run a huge risk of the potential customer switching off.
It will be necessary to prioritize. Pick a message and focus strictly on that one business, product or service. Be crystal clear what are its benefits to the prospect. Be crystal clear on how the prospect can obtain the product or service.
The result is a laser focused message that can be readily absorbed by a potential customer in that narrow time window they allow us.
Bottom Line: Be careful to tidy up your advertising and promotional messages to prospects. Are they trying to do too much at one time? Is there a potential for confusion? Stay focused!
Wednesday, March 8, 2017
Have We Lost Credibility?
Advertising is replete with claims. It has to be by its very nature. A business can only attract customers by asserting that it can solve problems those customers might be having. But that said, there is a very fine line between making a credible claim and, well, lying. Sadly a prospect who has become jaded by some bad experiences may reject many other advertising claims.
How, then, to establish credibility within an advertising message?
The first advice I give is to avoid fantastic claims. This ranges from the sly intimation that various cosmetics or "enhancements" will make one more attractive to the simple but absurd label on the pizza box that says "now try the best." If it sounds over-the-top to you, it will also to a prospect.
The second advice is to support a claim that may sound boastful with some data, either in the form of a testimonial or survey or some such. If you can prove that "our customers say we have the best in town", then feel free to make the claim.
And the third advice is stick to plausible but meaningful differentiation. Do you have a special expertise? is your product made in a unique way? Your service may not lead to World Peace but it just might be the very right thing for a customer who needs someone who has a certification in forensic accounting.
Bottom Line: By making extravagant claims you risk alienating prospects. People are pretty good at spotting nonsense and then disbelieving anything else that's said. But by making sensible and defensible comparisons one can earn trust and improve the bottom line.
How, then, to establish credibility within an advertising message?
The first advice I give is to avoid fantastic claims. This ranges from the sly intimation that various cosmetics or "enhancements" will make one more attractive to the simple but absurd label on the pizza box that says "now try the best." If it sounds over-the-top to you, it will also to a prospect.
The second advice is to support a claim that may sound boastful with some data, either in the form of a testimonial or survey or some such. If you can prove that "our customers say we have the best in town", then feel free to make the claim.
And the third advice is stick to plausible but meaningful differentiation. Do you have a special expertise? is your product made in a unique way? Your service may not lead to World Peace but it just might be the very right thing for a customer who needs someone who has a certification in forensic accounting.
Bottom Line: By making extravagant claims you risk alienating prospects. People are pretty good at spotting nonsense and then disbelieving anything else that's said. But by making sensible and defensible comparisons one can earn trust and improve the bottom line.
Tuesday, November 15, 2016
The Danger of Excessive Claims
Lately I have been hearing an advertisement from a "preowned" automobile dealer that specifically names a leading large competitor and the claim that the business in question will beat the price of that competitor and buy cars at a higher price. Well, gosh, it sounds wonderful. But the business model sounds impossible to me given that the competitor is pretty well known for low margins because it is a very high volume dealer.
Which brings me to my concern. I immediately disbelieve this advertiser. I am entirely skeptical of their claim.
It certainly also calls into question lots of other ads and their claims. Not all of them are as blatant or easy to spot. But they can be detected and potential business can be lost.
Our only real action is to slow down the madness by acting as responsibly as we can. We can look at our own claims and our own messaging to see if we are also making statements that defy credulity. Is what we say honest? true? defensible? explainable? Anything short of that is a disservice to people who might be inclined to do business with us.
Bottom Line: Take some time to look at what you're saying in your own advertising. Be certain you can credibly stand on every word. Don't play games in a bid to outdo competitors with cleverness and unbelievable promises. Better to be super ethical and earn every bit of trust!
Which brings me to my concern. I immediately disbelieve this advertiser. I am entirely skeptical of their claim.
It certainly also calls into question lots of other ads and their claims. Not all of them are as blatant or easy to spot. But they can be detected and potential business can be lost.
Our only real action is to slow down the madness by acting as responsibly as we can. We can look at our own claims and our own messaging to see if we are also making statements that defy credulity. Is what we say honest? true? defensible? explainable? Anything short of that is a disservice to people who might be inclined to do business with us.
Bottom Line: Take some time to look at what you're saying in your own advertising. Be certain you can credibly stand on every word. Don't play games in a bid to outdo competitors with cleverness and unbelievable promises. Better to be super ethical and earn every bit of trust!
Tuesday, November 1, 2016
The Helpful Mindset
There are two kinds of advertising. Ones that show a clear desire to help a customer or client, and those that don't.
Those latter ads aren't necessarily against help, but they emphasize the services offered, or how long a company has been in business, or price points and deals, and so on. They really do not say as clearly as can be that the business helps solves someone else's problems or serves their needs. I think that is an important distinction and I also think the potential customer notices.
By way of example, I have viewed with mounting frustration an ad campaign by a large company that is entirely self-congratulatory, pushes products that in my opinion serve imaginary needs, and talks starting prices. All the poor customer wants is a service that works and which can be fixed quickly and professionally. That latter bit never seems to show up in the campaign.
I notice this at well among small business owners. Many mention the "what they do" but not quite "how I help you".
Bottom Line: Approach marketing with a "helpful" mindset. How is the message directed to what can help the customer, or how? What can be added to intensify that understanding? When we show that we are listening and can solve problems, we become a great deal more attractive to the buyer!
Those latter ads aren't necessarily against help, but they emphasize the services offered, or how long a company has been in business, or price points and deals, and so on. They really do not say as clearly as can be that the business helps solves someone else's problems or serves their needs. I think that is an important distinction and I also think the potential customer notices.
By way of example, I have viewed with mounting frustration an ad campaign by a large company that is entirely self-congratulatory, pushes products that in my opinion serve imaginary needs, and talks starting prices. All the poor customer wants is a service that works and which can be fixed quickly and professionally. That latter bit never seems to show up in the campaign.
I notice this at well among small business owners. Many mention the "what they do" but not quite "how I help you".
Bottom Line: Approach marketing with a "helpful" mindset. How is the message directed to what can help the customer, or how? What can be added to intensify that understanding? When we show that we are listening and can solve problems, we become a great deal more attractive to the buyer!
Wednesday, October 5, 2016
A Plea to End "Memorable" Advertising
Today I must vent. Be patient, gentle reader, but in so doing please consider your advertising messages.
I don't know how many times a day I am exposed to advertising that pushes the envelope in terms of bad taste, hyperbole, creepiness, silliness, and much more. A recent example is a misbegotten TV campaign promoting an "extra crispy" personality who would seem to belong on any number of neighborhood watch lists. In my early days in this business I learned that these gimmicks were intended to make ads "memorable."
Well, maybe.
The real danger of memorability advertising is that it risks offending and alienating customers. Your message may be entirely memorable but the customer will associate you with poor taste, poor judgment, and other vices. Or just as bad, switch off your ad and move along.
You work so hard on your business and the quality of your offerings. Why throw that away with nonsense in hopes of getting noticed more quickly? The tried and true is to message consistently, emphasizing strengths, and being honest. A little humor never hurts, either.
Bottom Line: Are your ads sending a message that actually demeans you? Take a good hard look at the awful stuff out there and learn from it what not to do!
I don't know how many times a day I am exposed to advertising that pushes the envelope in terms of bad taste, hyperbole, creepiness, silliness, and much more. A recent example is a misbegotten TV campaign promoting an "extra crispy" personality who would seem to belong on any number of neighborhood watch lists. In my early days in this business I learned that these gimmicks were intended to make ads "memorable."
Well, maybe.
The real danger of memorability advertising is that it risks offending and alienating customers. Your message may be entirely memorable but the customer will associate you with poor taste, poor judgment, and other vices. Or just as bad, switch off your ad and move along.
You work so hard on your business and the quality of your offerings. Why throw that away with nonsense in hopes of getting noticed more quickly? The tried and true is to message consistently, emphasizing strengths, and being honest. A little humor never hurts, either.
Bottom Line: Are your ads sending a message that actually demeans you? Take a good hard look at the awful stuff out there and learn from it what not to do!
Tuesday, August 16, 2016
30 Second Commercial Needs To Be Fresh
As I network, I listen intently to others' "30 second commercials" and "30 second elevator speeches". As I have noted before these vary in quality. Another matter I notice is repetition. There is sometimes a place for it, but it does pay to freshen the text regularly.
In my thinking, a standard 30-second spot is perfect for known first contact situations, almost certainly in 1:1 environments like "speed dating". Those are absolutely cases where a first impression makes a huge difference. And in such cases the most polished delivery works for you.
Then there are networking groups, leads groups, BNI clubs, and more. Here, repetition of the same thing is deadly. I have reached the point in mine where I can almost reproduce some others' "30 second commercial" word-for-word. These poor folks have become wind-up monkeys and I see others tune out. I really enjoy speakers who always have something new to say, perhaps another way they helped someone, or a new fact that makes their service compelling, or a new way of understanding what they do. For the fresh-deliveries, in no cases is the core message changing. It is reinforced by supporting detail.
A great question for all of us. How fresh is our "30 second commercial"? Are people tuning in or tuned out?
In my thinking, a standard 30-second spot is perfect for known first contact situations, almost certainly in 1:1 environments like "speed dating". Those are absolutely cases where a first impression makes a huge difference. And in such cases the most polished delivery works for you.
Then there are networking groups, leads groups, BNI clubs, and more. Here, repetition of the same thing is deadly. I have reached the point in mine where I can almost reproduce some others' "30 second commercial" word-for-word. These poor folks have become wind-up monkeys and I see others tune out. I really enjoy speakers who always have something new to say, perhaps another way they helped someone, or a new fact that makes their service compelling, or a new way of understanding what they do. For the fresh-deliveries, in no cases is the core message changing. It is reinforced by supporting detail.
A great question for all of us. How fresh is our "30 second commercial"? Are people tuning in or tuned out?
Tuesday, May 17, 2016
Meeting the Challenge of Differentiation
One of my largest professional networking groups is chock full of practitioners in certain industries, most notably real estate brokerage, financial planning, and insurance brokerage. It has been intensely fascinating to me that most of these good people don't differentiate themselves from competitors, and in some cases apparently don't try. The unfortunate result of this is a series of nearly identical "commercials". I deeply sympathize. It isn't easy to truly stand out.
What to do?
The secret to effective differentiation is to narrow focus to a laser thin beam. I advise people to write down a (short) list of experiences, skills, products or services they offer that no one else does. And then talk to that.
Let's take our real estate broker, for example. We will know immediately that the person has training and (presumably) experience with real estate. We will expect them to be licensed, certified, and knowledgeable. What won't we know? Does she represent certain communities or neighborhoods? have a background in education, knowing schools very well? Does she have expertise with certain types of properties? have demonstrably high sales metrics? have special success moving difficult properties? and so on.
Another way to approach this is to explain success solving client problems or needs. For our broker, can she talk about a recent sale where her skill set made the difference and a happy ending? Or how she makes connections with her clients and serves them?
And one more thing. Please don't tell someone you are different and then leave us guessing how!
Bottom line: Sometimes less is more. By focusing narrowly on a critical difference with a competitor, a business can stand out more noticeably. As you seek to differentiate yourself, think about the seemingly small ways you help other people.
What to do?
The secret to effective differentiation is to narrow focus to a laser thin beam. I advise people to write down a (short) list of experiences, skills, products or services they offer that no one else does. And then talk to that.
Let's take our real estate broker, for example. We will know immediately that the person has training and (presumably) experience with real estate. We will expect them to be licensed, certified, and knowledgeable. What won't we know? Does she represent certain communities or neighborhoods? have a background in education, knowing schools very well? Does she have expertise with certain types of properties? have demonstrably high sales metrics? have special success moving difficult properties? and so on.
Another way to approach this is to explain success solving client problems or needs. For our broker, can she talk about a recent sale where her skill set made the difference and a happy ending? Or how she makes connections with her clients and serves them?
And one more thing. Please don't tell someone you are different and then leave us guessing how!
Bottom line: Sometimes less is more. By focusing narrowly on a critical difference with a competitor, a business can stand out more noticeably. As you seek to differentiate yourself, think about the seemingly small ways you help other people.
Wednesday, March 30, 2016
Don't Be a Master of the Obvious
We all know that many, perhaps even most advertising messages fall flat in some way. The scrapbook of campaigns is replete with botches that seemed like good ideas at the time.
To be sure everyone has their tastes and a poor message for one may be a hit for another. And in that spirit may I share one of my pet peeves?
High on my list of messages that leave me cold are those I label "masters of the obvious". These are messages that cite as product or service advantages qualities that ought to be obvious, or at least expected.
For example (and I paraphrase): "We use only the best ingredients", "We are the best", "We are all about quality", "Trust is most important", and so on.
Gosh, I certainly hope these sentiments are true! However, I would expect the message to focus on a true product or service strength, difference compared to competitors, or advantage. Telling me that a given service is "the best" says nothing if it comes from the service provider. But I will get suspicious if that's all that can be said. Similarly, making such claims is flabby reasoning. Are we to assume all competitors are inferior? really?
Bottom Line: leave it to the customer to establish the quality and superiority of a product or service. Use that precious messaging time to inform with strong attention to specific advantages. Tell the prospective customer exactly how you differ from other choices in ways that are meaningful. Identify specific needs that you address or solve. You may find this improves your position with the marketplace!
To be sure everyone has their tastes and a poor message for one may be a hit for another. And in that spirit may I share one of my pet peeves?
High on my list of messages that leave me cold are those I label "masters of the obvious". These are messages that cite as product or service advantages qualities that ought to be obvious, or at least expected.
For example (and I paraphrase): "We use only the best ingredients", "We are the best", "We are all about quality", "Trust is most important", and so on.
Gosh, I certainly hope these sentiments are true! However, I would expect the message to focus on a true product or service strength, difference compared to competitors, or advantage. Telling me that a given service is "the best" says nothing if it comes from the service provider. But I will get suspicious if that's all that can be said. Similarly, making such claims is flabby reasoning. Are we to assume all competitors are inferior? really?
Bottom Line: leave it to the customer to establish the quality and superiority of a product or service. Use that precious messaging time to inform with strong attention to specific advantages. Tell the prospective customer exactly how you differ from other choices in ways that are meaningful. Identify specific needs that you address or solve. You may find this improves your position with the marketplace!
Friday, February 26, 2016
Five Steps Small Businesses Can Take to Better Market Themselves
Yesterday I was asked if I could share five ideas of things businesses do wrong when marketing themselves. That sounds so demotivating, so let's cast this as five steps a small business can take to step it up! Same thing, perhaps, but a better tone.
#1. Refocus on your target customer. Too many businesses adopt a philosophy that they serve "everyone" or several different segments at the same time. It's vital to decide what one, laser-focused segment is your true target and aim marketing messages to them. If others buy, that's great, but they cannot be the place you spend time and money. Let's face it: advertising of any kind is expensive and the highest return on every dollar spent will be the customers who are most likely to buy.
#2. Take a good look at your messaging. Do the messages you send when promoting, advertising and selling work together? Can a customer make sense of what you offer? Can someone clearly describe you, your products and services, and how you can help them? Can they easily confuse you with a competitor?
#3. Find that point of differentiation. Most businesses operate in a highly competitive space where consumers find it difficult to understand how one provider differs from another. Your messages are much sharper when you can find a way to stand out, positively, from other choices, Don't make it about price. Do you have a unique skill? use special raw materials? provide extra value?
#4. Engage with your customers. Use tools like an email newsletter, blog, social media platform, and video to make your products and services so much more personal. Create value added by sharing ideas and information, asking questions, and stirring up excitement with contests or special events. People like to do business with people and every chance you have to engage boosts the chance someone else will refer business to you.
#5. Be picky with social media. There are (too) many social media platforms out there and I can absolutely guarantee that not all of them are appropriate for a given small business. Too many small businesses spend huge amounts of time posting and interacting at too many sites. How many do you currently use? Weed out the non-performers and focus on the top three or four.
Bottom Line: Every business can take its game up a notch. Can you sharpen your focus, tighten your message, find ways to engage more actively, and stand out a little better?
#1. Refocus on your target customer. Too many businesses adopt a philosophy that they serve "everyone" or several different segments at the same time. It's vital to decide what one, laser-focused segment is your true target and aim marketing messages to them. If others buy, that's great, but they cannot be the place you spend time and money. Let's face it: advertising of any kind is expensive and the highest return on every dollar spent will be the customers who are most likely to buy.
#2. Take a good look at your messaging. Do the messages you send when promoting, advertising and selling work together? Can a customer make sense of what you offer? Can someone clearly describe you, your products and services, and how you can help them? Can they easily confuse you with a competitor?
#3. Find that point of differentiation. Most businesses operate in a highly competitive space where consumers find it difficult to understand how one provider differs from another. Your messages are much sharper when you can find a way to stand out, positively, from other choices, Don't make it about price. Do you have a unique skill? use special raw materials? provide extra value?
#4. Engage with your customers. Use tools like an email newsletter, blog, social media platform, and video to make your products and services so much more personal. Create value added by sharing ideas and information, asking questions, and stirring up excitement with contests or special events. People like to do business with people and every chance you have to engage boosts the chance someone else will refer business to you.
#5. Be picky with social media. There are (too) many social media platforms out there and I can absolutely guarantee that not all of them are appropriate for a given small business. Too many small businesses spend huge amounts of time posting and interacting at too many sites. How many do you currently use? Weed out the non-performers and focus on the top three or four.
Bottom Line: Every business can take its game up a notch. Can you sharpen your focus, tighten your message, find ways to engage more actively, and stand out a little better?
Friday, May 22, 2015
More Thoughts on Thirty Seconds
As I network, I listen intently to others' "30 second commercials" and "30 second elevator speeches". As I have noted before these vary in quality. Another matter I notice is repetition. There is sometimes a place for it, but it does pay to freshen the text regularly.
In my thinking, a standard 30-second spot is perfect for known first contact situations, almost certainly in 1:1 environments like "speed dating". Those are absolutely cases where a first impression makes a huge difference. And in such cases the most polished delivery works for you.
Then there are networking groups, leads groups, BNI clubs, and more. Here, repetition of the same thing is deadly. I have reached the point in mine where I can almost reproduce some others' "30 second commercial" word-for-word. These poor folks have become wind-up monkeys and I see others tune out. I really enjoy speakers who always have something new to say, perhaps another way they helped someone, or a new fact that makes their service compelling, or a new way of understanding what they do. For the fresh-deliveries, in no cases is the core message changing. It is reinforced by supporting detail.
A great question for all of us. How fresh is our "30 second commercial"? Are people tuning in or tuned out?
In my thinking, a standard 30-second spot is perfect for known first contact situations, almost certainly in 1:1 environments like "speed dating". Those are absolutely cases where a first impression makes a huge difference. And in such cases the most polished delivery works for you.
Then there are networking groups, leads groups, BNI clubs, and more. Here, repetition of the same thing is deadly. I have reached the point in mine where I can almost reproduce some others' "30 second commercial" word-for-word. These poor folks have become wind-up monkeys and I see others tune out. I really enjoy speakers who always have something new to say, perhaps another way they helped someone, or a new fact that makes their service compelling, or a new way of understanding what they do. For the fresh-deliveries, in no cases is the core message changing. It is reinforced by supporting detail.
A great question for all of us. How fresh is our "30 second commercial"? Are people tuning in or tuned out?
Monday, April 13, 2015
Slogans! Slogans!
It caught my notice early in the entrepreneurial game that some (but hardly most) of my fellow small business owners adopted slogans for their business. These usually take the form of "not your mother's X" or "no apologies for old fashioned service" or such. And we see the big boys regularly queuing up some new slogan of the year (e.g. McDonald's "I'm Lovin' It") as they change ad agencies.
Is sloganeering worth it? Absolutely, if done well. The slogan must co-ordinate with the brand, be memorable enough to stick in someone's mind as a memory aid for recognizing your business, and not eclipse your other messages (or even your own business name!). They are the marketing equivalent of a good sound bite: most don't cut it.
That list of requirements generally strikes down a lot of efforts. I'll admit that even my own subtle slogan, posted to web site and business card, doesn't quite satisfy me. I don't use it a lot, and wish some of the others I hear for other businesses would drop from sight!
By all means adopt one if you have it, but test market the slogan on friends. See if it strikes a chord, describes you and your services, and doesn't sound silly. If you can't come up with one, don't panic, don't struggle. It won't be a problem. If you do...fun advertising is in your future!
Is sloganeering worth it? Absolutely, if done well. The slogan must co-ordinate with the brand, be memorable enough to stick in someone's mind as a memory aid for recognizing your business, and not eclipse your other messages (or even your own business name!). They are the marketing equivalent of a good sound bite: most don't cut it.
That list of requirements generally strikes down a lot of efforts. I'll admit that even my own subtle slogan, posted to web site and business card, doesn't quite satisfy me. I don't use it a lot, and wish some of the others I hear for other businesses would drop from sight!
By all means adopt one if you have it, but test market the slogan on friends. See if it strikes a chord, describes you and your services, and doesn't sound silly. If you can't come up with one, don't panic, don't struggle. It won't be a problem. If you do...fun advertising is in your future!
Tuesday, April 7, 2015
Advice to a Flyer Poster
Dear Person who posted a flyer on my mailbox yesterday,
I do appreciate your driving by and alerting me to your business. And I am all for people who are starting or growing their own business. That said, I feel badly for your business if the flyer is representative of your advertising work.
You are in a vastly competitive business. Trust me, I get flyers advertising the same services every few days at this time of year. If you are going to get my attention I will need more than your phone number and business name. I would like to know why your business is better for me, why you can do a better job than the alternative, or what makes you different or interesting. Do you have a web site or a social media page? Perhaps you can show yourself off on Youtube? All of these are inexpensive ways to stand out.
You did not look professional. The flyer was clearly cut from a larger sheet, but you made a crooked cut on mine. I get the impression that you cut corners.
Can you demonstrate your successes? Give me some metrics, such as "I currently serve x households in your city".
Lastly, let's talk about your services. You did list services you do, but you listed every conceivable service someone like you could do, in theory. I don't believe you're outstanding in all of them. Tell me in what you specialize. And for heaven's sake, please don't put phrases like "Serving all of your x needs" in quotes. Trust me, putting anything that is not a citation in quotes looks like you're kidding. Speak the claim and make quote marks with your fingers. You'll see what I mean.
Sadly, I am unlikely to inquire further. I needed some first impression must-dos which were not present in this flyer. But do make some changes. Your next effort, before a new prospect, will likely get much better results.
Best regards
David the homeowner with the mailbox.
I do appreciate your driving by and alerting me to your business. And I am all for people who are starting or growing their own business. That said, I feel badly for your business if the flyer is representative of your advertising work.
You are in a vastly competitive business. Trust me, I get flyers advertising the same services every few days at this time of year. If you are going to get my attention I will need more than your phone number and business name. I would like to know why your business is better for me, why you can do a better job than the alternative, or what makes you different or interesting. Do you have a web site or a social media page? Perhaps you can show yourself off on Youtube? All of these are inexpensive ways to stand out.
You did not look professional. The flyer was clearly cut from a larger sheet, but you made a crooked cut on mine. I get the impression that you cut corners.
Can you demonstrate your successes? Give me some metrics, such as "I currently serve x households in your city".
Lastly, let's talk about your services. You did list services you do, but you listed every conceivable service someone like you could do, in theory. I don't believe you're outstanding in all of them. Tell me in what you specialize. And for heaven's sake, please don't put phrases like "Serving all of your x needs" in quotes. Trust me, putting anything that is not a citation in quotes looks like you're kidding. Speak the claim and make quote marks with your fingers. You'll see what I mean.
Sadly, I am unlikely to inquire further. I needed some first impression must-dos which were not present in this flyer. But do make some changes. Your next effort, before a new prospect, will likely get much better results.
Best regards
David the homeowner with the mailbox.
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