How many times in your career as a consumer have you inquired about a product or a service only to have the provider drop the ball somewhere along the way? You fill out a web form, leave a voicemail, send an email, return a postcard -- you give a clear indication that you are in the market -- only to hear nothing, or get a simple thank you message on the website or in email that “someone” will be contacting you soon… and they don’t.
We had a conversation in our house over the weekend about mindset - how critical it is to success and happiness. (Very short version, since we all get to define what makes us feel successful or happy, we should quit beating ourselves up!).
Often enough we gain perfect clarity about an important business move JUST when it’s too late to do something about it. I’ve done this several times in my entrepreneurial adventure. For example, after successfully ramping up my new business, I got complacent and began to assume that my clients could see the same future as me -- a long relationship of ongoing engagement and mutual growth.
Would you agree that using an effective marketing message is wiser than using one that is not effective? Of course! So why are so many independent professionals using a marketing message that is never going to get them good results?
Over the past few years I've gotten into making pizza at home, completely from scratch. I make the dough, cook up the toppings (well, my wife now tackles much of that part), toss and form into a nice thin crust pizza -- the whole nine yards.
How to Create an Effective Marketing Message
...that resonates you’re your target audience. As I discuss in this video post about how to create an effective marketing message, breaking through the clutter of information presented to our ideal customers requires us to communicate in their terms, not ours. An effective marketing message is not about expertly describing our products or services. Capturing attention starts with connecting with our target prospects around the problems they face, the frustrations they have, and the desires they possess.