As a corporate marketer, you’re under an overwhelming amount of stress day in and day out. Am I right?
Your to-do list is unrealistically huge and you’re constantly putting out fires that keep cropping up.
Because of all of this overwhelm, you need to focus on exactly the right things at the right time to get the most out of your marketing materials (and to make sure you don’t go insane).
Getting the most out of your marketing materials means they work for you over and over again, and give you the biggest return on time invested.
You need to keep thinking about priorities and what you should do first, before you do anything else.
The right message
Now, I tend to harp on about the importance of the right message quite a bit.
Having the right message is the first and most important step in creating marketing content, because when you deliver a message that resonates with your target audience, sales and profit will be a direct by-product in the long run.
So for every marketing piece, for every product, for every sales letter, make sure you always ask the question: is this the right message? Are you putting the message first?
Asking yourself the right questions is critical for anything you write.
A tale of two white papers
Take our old friend the white paper for instance. I wrote an issue a while back on the decisions you need to make in order to craft a winning white paper.
And the title of your white paper (just like the subject line of an email or the headline of a banner ad) is one of the most critical aspects to get right.
Well, if the title doesn’t grab the attention of your target audience (ie. If you don’t have the right message), they won’t download and read it.
While an entire book could be written about headlines and white paper titles, remember this for now: Make sure the title contains a well-defined benefit tailored to the interests and needs of your target audience.
Above all, make sure you never include a product name in your white paper title. Doing so will make your document look like a sales pitch or brochure, shattering your credibility. Ouch!
So, one marketer might decide to rush the process of asking questions and getting the message right, throw any old title at his white paper and hope for the best.
Forgetting the fact that he needs the right message, he might decide to call his report:
How the ABC Inc. SiPro300 Solar Module Delivers Best-in-Class Conversion Efficiency
There are several things wrong with this title and it’s a perfect example of the wrong message to put out.
However, a more savvy nanotech marketer who has taken the time to ask his or her team the right questions before writing their white paper might call it:
Increasing Solar Cell Conversion Efficiency using Silicon Thin Film Technology: A Resource Guide for Solar Quality Control Managers
See the difference? Wrong message vs right message.
The right message will position your firm as an industry expert and help shorten the sales cycle.
As a corporate marketer, you already have a massive to do-list. I get that time is your most precious commodity and you don’t want to spend any more time than is necessary on certain tasks.
But some tasks deserve more time because they’re critical to getting your marketing communications and copy read.
Asking the right questions and getting the message correct should be right at the top of your to-do list.
Do this and I can promise you’ll see positive results in the long run.
Happy New Year,