By Wendy Payton
Your company really is terrific. It brings to customers what they want—that only you can deliver. And, you invest a healthy amount to let your prospects know. So why is it so hard to get people on the line or in the door? Before you blame it on advertising, take a minute to take stock in how you’re going about it. In this two-part blog series, we’ll take a look at the “Don’ts” and the “Dos” that optimize your marketing dollars, grow your customer base and build your bottom line.According to the American Association of Advertising Agencies (4As), adults receive more than 600 ad messages per day—and another widely published study from marketing research firm Yankelovich suggests that number is more like 3,000-5,000. That’s 37 ad messages each waking hour! Not sure about you, but there is no way I can process it all … and I’m in the business of crafting them. Which is why every single message you put out has to work as hard as it possibly can to be seen—and appreciated—by your target audience.
Guilty of these common communication snafus? If so, it's time to reconsider your messaging approach.
Forget who it is you’re talking to. Your customer is busy—and skeptical too. When you build advertising messages around company features, programs and offerings, you’re asking them figure out for themselves what’s in it for them. Instead, cut to the chase. Share—succinctly and indelibly—how their lives are better if you’re in it. Truly better. Those services and products? They’re the proof points for your promise.
Feed the beast. I Snapchat with my son. That doesn’t necessarily mean it’s appropriate for any given business. Green may be your BFF’s favorite color, but it may not appeal to your core customer. And who doesn’t love #TequilaDay? Doesn’t mean your brand should sponsor it. Trends should be monitored, but understanding which ones to engage can mean the difference between a wild goose chase and wild success.
Force affinity. While the world moves at an ever-increasing pace, the dynamics of human connection haven’t changed much in eons. There’s simply no replacement for time spent with your customer. Think of it in the context of dating. Do you expect them to pledge their love 10 minutes after meeting you? Or, marry you after your first Netflix movie night? No, and in fact, you’ll probably send them running if you did. Too many marketers expect results without putting in the time, money and focus it takes to keep it real—and seal the deal.Steer clear of these messaging ”Don’ts” and you’re well on your way to more authentic--and effective--connections with your prospects. Wanna get there even faster? Check out my next article in the series, which covers tips on how to glean long-term loyalty from your short-term interactions.