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Bright Ideas # 49 – Is your marketing sending the right message?

Recently, I was speaking in front of a room of about 60 people, and I asked them “How many of you do some kind of marketing?”

You know what? Only about 6 people raised their hands.

Then I asked, “How many of you have a brochure or Website for your business?”

About 15 more hands shot up.

Then I asked, “How many of you do networking? Or advertise in newspaper, magazines, radio or TV ads?”

I got another 15 or so hands.

Finally I asked the clincher, “How many of you have a business card?”

And what do you know???? Just about every hand in the room shot up.

So I told everyone to keep their hands up and repeated my initial question again.

That’s when it hit me…

It’s not that people aren’t doing any marketing; they just don’t really know what marketing is. And if they don’t understand what it is, how could they possibly be doing a good job with it?

That’s when I decided this would probably be a good topic for a newsletter, and…voila!

So let’s take a quick look at the definition of marketing according to the American Marketing Association:

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Now, allow me to translate…

Marketing is any and every way you communicate with, make contact with, or make an impression on your customer.

It’s how you let them know what’s so wonderful and special about your products, services or business. It’s also how you let them know what they can expect when doing business with you.

Fundamentally, marketing is all about creating a particular perception of your products, services, business in the customer’s mind. Then reinforcing that perception over and over again.

Think of it this way…

Every time someone sees your business card, goes to your Website, reads your ad, speaks to customer service, meets you in person, or buys a product or service they receive an impression of your business.

Over time, these impressions create a particular image of your business in their mind. This image is your brand. And whether or not they have the image you want depends on how effective your marketing is.

On top of that, effective marketing is what drives sales.

In fact, without well-thought-out marketing efforts, you generally won’t have many sales—especially to new customers. Because it’s hard to create the right image unless you define exactly what that image should be.

Then you have to translate it into graphics and words. And finally you have to reinforce it over and over again until it’s deeply rooted in their minds.

So when it comes to marketing your business, the goal is to make sure the impression people get consistently matches what you want them to think. And ideally, what they already believe.

That way your marketing efforts build one on top of the other. Until eventually there will be no doubt in the customer’s mind as to who you are, what you offer, and why they absolutely have to do business with you instead of anyone else.

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How do you know if you are making the right impression with your marketing?
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First, of course, you have to define the impression you want to make. Are you young and hip? Dependable and conservative? Cutting edge? Techy? Exclusive? Budget? Creative?

Then look at the image you and your marketing materials present. Ask yourself, “Is my image consistent with the impression I want to make?”

If you want people to pay you a lot of money as a consultant, Vista Print cards are probably not going to make the right impression. If you sell power tools, the color pink is probably not going to work for your business—unless you sell power tools to women.

Next, ask yourself, “Do all of my marketing materials have…”

A consistent look and feel?

A consistent voice and core message that suits my target market?

If you are speaking to a bride-to-be, you would use different words-and focus on different benefits—than if you sell software, or vacation condos.

Finally, look at each and every way you come in contact with prospects or customers—from contracts to customer service. What impression are you making? Is it consistent with the one you want to make?

Now go one step further…

Ask a few people who fit your target market—but don’t know much about your business—what their first impression is. Find out what they think you do, and who they think you do it for.

If you aren’t making the right impression consistently across the board, then it’s time to make changes until you are.

Sound complicated? Make it easy by taking advantage of my latest service: Custom Marketing Critiques.

I can take a look at your materials, let you know if you are on the right track, and give you concrete suggestions for creating a strong, consistent image that draws your ideal customers like bees to honey. Email me at stacy@success-stream.com for full details.

Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.

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