Back to 80/20
As a science marketer, you’re faced with the daily challenge of planning and creating campaigns that get your products in front of as many qualified buyers as possible.
You earn your keep when you do this – when you bring in more qualified leads and accelerate the sales cycle.
But many people make this job harder on themselves.
They work harder on tasks that waste time and are less profitable for themselves and their company.
Instead, you should focus more on tasks that help you do your job as effectively and efficiently as possible.
All while saving you time and effort.
The rest of this issue talks about one simple way you can do this.
The problem with inconsistency
One problem I see with science/tech marketing is not having consistent messages for each campaign. Or even between individual communications.
Your story needs to convey a consistent message.
Inconsistency not only confuses your marketing and sales teams, but also your potential buyers.
When you don’t have a consistent message, you have to deal with muddled communications that lack clarity. And we all know there’s plenty of that out there already.
So… what does this have to do with making your job easier?
Well, when you don’t have somewhere you can keep these messages (so you can refer back to them quickly), you’re constantly scrambling to create marketing campaigns and content from scratch.
Even worse, you also struggle with ideas, and getting the actual writing done. You have to juggle many different tasks at once.
But if you could offload one or more of these tasks, you could save hours of time each week, giving you more room to focus on other things. If you can save time on coming up with ideas and writing your marketing communications, you’ll be able to get more done, and with less hassle.
Make your life easier with a key message document
The solution is to have what some people call copy banks or key message documents.
These are essentially files that have all your relevant marketing messages in one place.
Think of it as a “master communications document”, that you refer back to when you want to write new marketing material – somewhere in the realm of 8 – 12 pages of well-written marketing messages for your product and company.
To be effective, it should include the main features and benefits of your product, testimonials, a detailed description of how the product works, tag lines and positioning.
This collection of messages then becomes the starting point or springboard to creating the rest of your marketing material.
You and your team can draw from this document as needed, so you get the same message across each time you create a piece of content.
It’ll also allow you to put your marketing communications together much faster.
And without having to come up with new ideas every time (because you’ll have them written down in your key message document).
Consistency is what creates familiarity with your audience. Inconsistency breeds confusion.
If you don’t have something that helps with this, you’ll have to deal with muddled communications.
But a key message document will help you organise your marketing campaigns, so your messages are more consistent (and effective).
And it’ll put an end to the constant “rush-rush” of creating new material.
So my advice is to put some effort into creating one of these documents.
The bad news? It’s not something you’ll get done in a day.
But the good news is you only need to do the work once. And it’ll pay off handsomely in the long run.
All the best,