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eMarketing InformationPut Your Marketing To The "So What?" Test
by:
Kevin Dervin
Want to get Better at your Marketing today?
For many an service business owners, marketing can be a real mystery. We don't actually cognize exactly how it works. We're not real sure simply about what works better for us. And probably because of several past frustrations, we're not even as sure wherever
to start.
Most seem to at least have a notion of what's involved in marketing...a web site, Yellow Pages advertising, brochures, direct mailings, networking, seminars, trade shows, etc.
But if that's all it took, wouldn't we all be attracting enough clients?
I'm sure you've tried one or much of these things at least to several degree. And I'm sure you've had at least several successes now and again. But are you able to do it activity systematically
for your business?
If not, what could be going on?
First, let's agree to a definition of marketing. Here is my favorite one for small, service-based businesses:
"Marketing is the use of strategies to generate a constant supply of high-quality leads for your service business." Simple to understand and speaks directly to the results we want.
OK, so doesn't this definition take us right back to what we same
we already knew simply about marketing... a web site, Yellow Pages advertising, networking, etc.? Well maybe, but 1st it's important to understand why your current marketing activities aren't producing consistent results.
Put your message and materials to the "So What?" test.
Start with your core marketing message. Pull out your most oft-times used marketing tool and see it out loud. Put it to the "So What?" test.
After you see it out loud, is it possible that your intended audience could respond with... "So What?"... "Why do I care?"... or "What's in it for me?" If your message doesn't tell your intended audience what solutions you are providing to address their issues/problems/challenges, and how it relates to the benefits they'll obtain from your services, then a "So What?" response is exactly what you strength
expect.
Messages and materials that are all simply about who you are and the history of your institution and what services you offer and why you're so qualified to provide these services and how you partner with your clients to acheive superior results, etc. are likely to fail the "So What?" test.
Challenge all of your current marketing materials. Remember, it's the intended audience that counts. What's in it for them? Why should they care?
Listen, if your marketing is systematically
generating all the high-quality leads you can handle, then don't change a thing. But if you haven't quite patterned
out how to generate a constant supply of leads for your service business, then you owe it to yourself to challenge your current marketing tools by golf stroke them to the "So What?" test.
Try these ideas:
* Challenge all of your marketing tools that aren't contributive to systematically
generate leads for your service business - even as the ones that have worked in the past. Could you improve the message and get a higher return? Put it to the "So What?" test.
* Try the X's and O's test (especially with the last letter you wrote). Mark an X every time your marketing piece mentions your name, institution name, or the words "I" or "me". Mark and O every time it mentions the prospects name, institution name, or the word "you" or "your". If the X's out number the O's, rewrite it before victimisation it again.
* Try gathering up a group of folk you can trust to give you really honest feedback. You're not simply looking for proof readers, but individuals who wish give you honest feedback on whether your materials pass the "So What?" test.
* Be prepared for several negative feedback, but much importantly, be prepared to do thing
simply about it.
* Don't simply accept opinions, but try to get down to realistic response. For example: "I think this part is too wordy and detailed." (opinion) versus "I got pretty lost and confused with the level of detail in this part." (response)
* Remember that it is the intended audience that counts. If it's not clean who the message is intended for once
it's received, then how can it pass the "So What?" test.
(c) - Kevin Dervin, KPD Marketing
Just simply about the author:
Kevin is focused on small indefinite amount businesses that are available to grow, but struggle with how to systematically
attract much clients. Visit http://www.proven-small-business-marketing-solutions.comfor much information you can use to grow your business. Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.comand subscribe to his free ezine.
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