On a day-to-day basis, business professionals are bombarded with hundreds of marketing and advertising messages.
There’s no avoiding it these days.
I know this because I spend so much time hitting that delete button inside my email inbox, my index finger has turned black and blue. I’ve actually had to switch to using my middle and ring fingers.
So as an already overloaded marketing executive, you have your work cut out for you.
Just how are you supposed to stand out from all this noise?
How do you craft marketing messages that really get through to your buyers?
I’m sorry to add more to your plate here, but this is the reality and these are questions you need to ask yourself.
The bottom line is you always need to be looking for ways to make your marketing more effective and work harder for you, while at the same time working less yourself.
And that’s the key here. Writing and creating your marketing communications so that they work for you and your firm. So you have more time during the day to take a breather.
Are you REALLY getting through to your buyers?
Sound too unrealistic?
Maybe I’ve spent too many years in chemistry labs inhaling solvent fumes, but this makes sense to me. And I hope it makes sense to you too.
I mean, if you’re putting out the greatest marketing content since sliced bread but you’re killing yourself in the process, then that’s not exactly a win-win, is it?
Working harder and harder is not the name of the game here.
The good news is if you’re not bringing in as many leads as you want or your firm isn’t making enough sales and revenue, it’s not because you’re not in tune with the latest marketing trends.
It’s not because you’re not hip to the latest social media tools either.
And it’s not because you’re using the wrong type of content.
The real issue is much more straightforward.
As copywriting legend John Carlton says:
It all comes down to communicating to your prospects in a way that moves them to action
Yep, what it all boils down to is communication. And that’s the problem.
Think of it this way: at every stage of the sales cycle, your message will either persuade your buyers, bringing them one step closer to a sale…. or you’ll be eliminated from consideration and your competition will get the business.
How do you avoid elimination?
You write marketing messages that speak directly and effectively to your buyers. And you do so in a way that grabs their attention and refuses to let it go.
5 keys to marketing success
You’ll hear a lot more about the communication part over the next few weeks.
But for now, here are 5 points to get you started. We’ll look at each of these 5 areas in more detail in future issues.
In a nutshell:
- Tailor your copy for multiple audiences. At the very least, you need to write for both the business and technical folk.
- Give your content legs. This means repurposing and promoting it effectively so your content never becomes a one-hit-wonder.
- Incorporate direct marketing. Nanotechnology marketing content becomes more effective when infused with direct response elements. This starts with getting into the mind of your prospect so you can target their needs.
- Think outside the box (eh… your industry). Avoid marketing incest and simply cloning what other nanotech firms are doing.
- Consolidate your marketing messages. Are you constantly scrambling to create new and innovative messages for your products and services? Consistent messages work best.
If you remember one thing from this issue, make it this:
Focus on the message, not the medium.
When you get your message right, everything else is easier. You can then start thinking of your marketing content as individual sales reps that take the burden off you and your team.
And yes, it takes work. But once you have it figured out, you start getting more results for less effort.
If that shaves even just a couple hours off your workday, I’ll feel like I’ve done my job.
All the best,