Amanda Jesnoewski is the owner of Velocity Media + Communications and a copywriter, marketing strategist and publicist.
The four-step formula for more powerful marketing and advertising
Everyday your customers are bombarded with hundreds of marketing messages and advertisements. They are there when they turn on the television, listen to the radio, drive past a billboard, wait at a bus stop, go to a public bathroom, search online, open an email, read a magazine or newspaper, and even check their letterbox.
As a result the customers you are targeting are smarter, more informed and value driven, they research their purchases and tend to see through the marketing hype and the manipulative, pushy sales tactics. They are time-poor, have shorter attention spans, scan more than read and want to know what you can do for them before they give you any more of their time or money.
To reach them, your marketing approach needs to be different, strategic, targeted, customer-focused, value-packed and concise. Not always the easiest feat, but here’s a little helping hand, a four-step formula you can follow to help you create more powerful marketing campaigns, advertisements and copy.
1. Know who you are marketing to and why
High conversions and great results come from strategic and targeted marketing campaigns where you truly ‘get’ your customers and what they need or want.
To do this effectively you need to be revisiting and redefining your target market regularly. Your customers’ needs, problems and priorities can change, and who you want to target can change based on your experience, price increases, product changes, the campaigns you are running and your customers’ willingness and ability to spend.
Drill down as specifically as possible so you can find the commonalities in the group of people you are targeting. This will help you uncover which pain point, solution and incentive will be the most effective. I can’t stress enough how important this is to establishing a personal message, the kind that makes your customer feel that you are talking directly to them, even though you may be targeting thousands.
2. Identify what you are really selling
In order to market your business effectively you need to know what you are selling. This doesn’t just mean being an expert in your products and services, it means becoming very clear on what benefits you are offering your customers.
To give you an example, let’s use an accountant. Service-wise an accountant may offer customers tax returns, bookkeeping, BAS lodgement and structuring, but what they are really selling is peace of mind and security. Their customers can feel at ease knowing that their financial obligations are taken care of and their assets are protected if worse ever came to worse.
In the same way, a mattress store is selling comfort and a good night’s sleep. A fencing company is selling safety and security for your family. When you find what you are really selling, you can find the emotional pull, motivator or persuaders that will most appeal to your target market.
3. Work out how you do it differently
When you know what you are selling and the benefit it supplies, you need to work out how you do it differently to everyone else. This will allow you to shape a more powerful outcome or result that people will receive simply by choosing to work with you.
Look at what your customers want and need, and then look at what your competitors are doing and not doing compared to you. What is different? What makes your product, service, business or you as a provider different and of more value to your potential customer?
Do you have more experience or expertise? Do you have better processes or follow up? Do you have a guarantee? Do you have consistent or unrivalled results? Do you use higher quality products? Do you have a wider range of colours, shapes or styles? Do you have a more personalised service or a quicker turn around?
4. Stop marketing your product, start marketing your value
Good marketing is not about you, what you do or even what you want to market; it is about your customer, what they need and what is going to most appeal to them in order for them to hand over their money to you. You need to get out of your ego, and into theirs.
Be the solution. Look for ways your products or services and what you are really selling can help your customers solve what they need to solve or achieve what they want to achieve. When it comes to sales and marketing, ‘nice guys’, who have a genuine interest in their customers and a desire to help them, finish first.