How Did Your Programs Perform, Part 2: Is your Message Working?
Part 1 | Part 2 | Part
3
If last year's marketing and sales program(s) did not perform at the level
you had anticipated, it's time to break it down. Last
month we discussed your target market. This month we will focus on the "message"
of your program.
Developing messages that clearly differentiate your company from others sounds
easier than it is. Especially if you are in a hot application market space that
has been identified for growth in the next 12-24 months. To make matters worse,
many companies believe they are differentiated in the market, but do not recognize
that they are parroting the same messages as everyone else.
To help illustrate, let's take a quick look in my e-mail inbox. In one week,
I received more than 8 different messages on the topic of 'security,' all from
different organizations. Most were invitations to an online seminar hosted by
competing companies, a couple were offers for white papers, and others fell
into other bailiwicks like newsletters.
So, if you are in a hot space like security, or any market for that matter,
how do you get your company's program message to rise above the clutter?
Here are 6 no-nonsense suggestions to consider when developing your messages
for a marketing program.
- Avoid 'Spray and Pray!': This means absolutely, unequivocally, no
broad messages to broad audiences. Consumers of technology are way too
savvy for this tactic. You have 3-5 seconds in every communication vehicle
to make your point, capture interest, and keep them reading. Your job is to
bond with the issues of your target audience at the day-to-day level of their
jobs.
- Align messages with functional roles in an organization: Once you
know what market you are targeting, focus your program on the challenges faced
by a particular role in the organization. Deliver finance messages to finance
titles and purchasing messages to purchasing titles. You run the risk of a
watered down message when you broadly address functional roles in a program.
- Net it out even more! Focus on a few key messages that relate to
a particular market and demonstrate your understanding of daily, in-the-trenches
challenges. You will bond with your audience more effectively. And remember
the 3-5 second rule.
- Avoid "me too" messages: When was the last time you audited
the messages of your competition? Are you really sure your message is all
that different? If you are not, take time to evaluate in detail.
- Highlight the results you deliver to your customers: This will further
differentiate you because everyone says they are the best, the leader, etc.
Showcase the results you have delivered for your customers as proof points.
Results are what set you apart from everyone else.
- Move beyond 'Blah Blah': Your program messages need to go beyond
your product, company, and service/ability to successful implementation. Get
down to brass tacks about how you are going to help someone succeed in their
job.
Stay tuned for Part 3, which discusses how "offers"
play a role in program success and what offers really pull results.
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