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Answer Upon - What Does Your Marketing Message Say?
In the world of athletics there is widely accepted principle that states: “Speed Kills”. In most sporting events speed will prevail over strength and often times speed will end-up being the deciding factor between victory and defeat. As important as speed is on the field of play it has been my experience that it is even more important in the world of business. While there is little debate that speed can create an extreme competitive advantage, it is not well understood that the lack of speed can send a company (or an individual’s career) into a death spiral. Agility, fluidity, decisiveness, commitment and focus all lead to the creation of speed which results in a certainty of execution. In today’s blog post I’ll discuss why you should feel “The Need For Speed.”General George S. Patton said it best: “A good plan violently executed today is far and away better than a perfect plan tomorrow.” The pursuit of perfection is one of great adversaries of speed. In fact, at the risk of being controversial I’m going to take the position that perfection does not exist. I hate t
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependabili
The typical American business comes in all types and sizes. In fact, one might argue that there is no such thing as a “typical” American business. The business community in this country consists of multinational corporations having tens of thousands of employees, countless small sole proprietors with just a single employee and virtually everything else in between. One thing that almost all of them have in common is that they must deal with the responsibility of paying employees and complying with numerous payroll related tax and regulatory obligations. This can be an especially burdensome task for small business owners. Larger companies can afford to have full time staff dedicated to managing payroll issues as well as keeping up to date with the frequently changing payroll laws. This is seldom the case for owners of much smaller companies. So exactly how does a small business owner go about maintaining compliance with the ever-changing state and federal wage and payroll related regulations? The following paragraphs will serve to illustrate the importance of keepi
The long term success of any business, online or not depends on how it is perceived, not only by its targeted clientele but also by the people affected by this target group. You may have the greatest product in the world but without the proper message supporting it, the product will be doomed to failure. This article will go into some of the major aspects involved in creating the proper message that are foundational, regardless of product, price, advertising, or marketing. With all of the schemes and scam's on the market today, the following outlined aspects of a lasting message are what is being looked for and at with scrutiny.
Honesty
The concept of honesty seems simple until you mix in the prospect of money, then something strange begins to happen. This something strange is usually called greed. The ugly green eyed monster. The greatest campaign and product will fail if there is no honesty inherent in it’s marketing strategy. Let’s think about this. I need a widget for whatever reason. Company A sells the exact widget that Company B sells. Lets say that widget A and B are identical in every respect. This means function, color, weight, size and price. In this scenario, what makes one widget outsell the other? The marketing of course. And what differences in marketing can you create if the products are exactly alike? Well, the only thing you could really do is say that one outperforms the other but then you would have to think up a fabrication to make this seem plausible.
Consumers are not the sheep that many in the marketing industry think that they are. Discriminating buyers abound. It would only be a matter of time for false claims to cause one widget to outsell the other. Honesty is key. You may get away with the lie today but only at the expense of future sales. When marketing any product, you should first believe in it, otherwise, either don’t sell or endorse it. The trap that a lot of entrepreneurs fall into is the selling of mass products they know nothing about in the hopes that even if it is not a great product they can sell it through sheer marketing alone. This may work for a time but the time is definitely limited.
Integrity
Integrity like respect is earned. No one will trust you past a certain point, that point being their bank account, unless you have integrity. That integrity can only come from building a reputation for honesty and fair dealing. Now I am sure that a lot of people buy things without having any sense of the honesty or integrity that is behind what they just bought. We all do this from time to time. Sometimes, not often, we are even amazed that we actually got a good deal. Most often than not we are displeased with our purchase. There are many consumers who fall into this category. Have you ever heard the term compare shop? If not then this is what it means. Don’t buy the first thing that looks good. There is usually something better. Also, an implied tactic of compare shopping is to ask around. Ask others who have bought the product what they think of it. Word or mouth,email, or post can skyrocket a products sales. Just imagine, Honest, Integrity and a good product!
Dependability
Dependability is important in sending your marketing message. This means dependability of your product, company, promises, customer service and customer help. The list goes on. What your customer wants to know is now since they have helped you make a buck, will you be there to help them and support your product when they eventually, and they will, have a problem with it. For a marketing, salesperson, anybody in business, being dependable can mean the difference between going out of business and repeat customers. Repeat customers can equal referred customers. And the customers just keep on coming. It’s called networking, something all businesses need to survive. Remember what ever you say about you, your product and your business, make sure that it can be depended upon. If you want to stay in business, make sure that you become known first and foremost as the go to person that people can count on. You will never be sorry, I promise.
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependabili
The word ‘sorites’ derives from the Greek soros (meaning ‘heap’) and originally referred to a puzzle known as “The Heap” which is based on the following:Would you describe a single grain of wheat as a heap? No. Would you describe two grains of wheat as a heap? No. … You must admit the presence of a heap sooner or later, so where do you draw the line?Similarly:Would you describe a man with one hair on his head as bald? Yes. Would you describe a man with two hairs on his head as bald? Yes. … You must refrain from describing a man with ten thousand hairs on his head as bald, so where do you draw the line?“Where do you draw the line?” is a real question for most of us. When it comes to our principles, happiness, willingness to tolerate uncomfortable people or circumstances, when is enough, enough? Somehow, we know when we are approaching our limit. I guess it is like we know a heap and a hairless skull when we see it. It is more difficult, however, to always know where to draw the line between right and wrong. That line is where you stand when
Honesty
The concept of honesty seems simple until you mix in the prospect of money, then something strange begins to happen. This something strange is usually called greed. The ugly green eyed monster. The greatest campaign and product will fail if there is no honesty inherent in it’s marketing strategy. Let’s think about this. I need a widget for whatever reason. Company A sells the exact widget that Company B sells. Lets say that widget A and B are identical in every respect. This means function, color, weight, size and price. In this scenario, what makes one widget outsell the other? The marketing of course. And what differences in marketing can you create if the products are exactly alike? Well, the only thing you could really do is say that one outperforms the other but then you would have to think up a fabrication to make this seem plausible.
Consumers are not the sheep that many in the marketing industry think that they are. Discriminating buyers abound. It would only be a matter of time for false claims to cause one widget to outsell the other. Honesty is key. You may get away with the lie today but only at the expense of future sales. When marketing any product, you should first believe in it, otherwise, either don’t sell or endorse it. The trap that a lot of entrepreneurs fall into is the selling of mass products they know nothing about in the hopes that even if it is not a great product they can sell it through sheer marketing alone. This may work for a time but the time is definitely limited.
Integrity
Integrity like respect is earned. No one will trust you past a certain point, that point being their bank account, unless you have integrity. That integrity can only come from building a reputation for honesty and fair dealing. Now I am sure that a lot of people buy things without having any sense of the honesty or integrity that is behind what they just bought. We all do this from time to time. Sometimes, not often, we are even amazed that we actually got a good deal. Most often than not we are displeased with our purchase. There are many consumers who fall into this category. Have you ever heard the term compare shop? If not then this is what it means. Don’t buy the first thing that looks good. There is usually something better. Also, an implied tactic of compare shopping is to ask around. Ask others who have bought the product what they think of it. Word or mouth,email, or post can skyrocket a products sales. Just imagine, Honest, Integrity and a good product!
Dependability
Dependability is important in sending your marketing message. This means dependability of your product, company, promises, customer service and customer help. The list goes on. What your customer wants to know is now since they have helped you make a buck, will you be there to help them and support your product when they eventually, and they will, have a problem with it. For a marketing, salesperson, anybody in business, being dependable can mean the difference between going out of business and repeat customers. Repeat customers can equal referred customers. And the customers just keep on coming. It’s called networking, something all businesses need to survive. Remember what ever you say about you, your product and your business, make sure that it can be depended upon. If you want to stay in business, make sure that you become known first and foremost as the go to person that people can count on. You will never be sorry, I promise.
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependabili
1. To introduce your company to a potential customerIf you are small company trying to establish yourself online or offline then the first thing that you introduce to potential customers is your company logo. The effect your logo has on your potential customers or your website visitors will influence their buying decisions.2. To create a good impact on the potential customer When meeting a prospective client, your business card would speak a lot about the type of company you are associated with and the quality of your service. A cheap looking card with a poorly done logo could instantly create a feeling of distrust in the client, and from here it would be an up-hill ride for you in order to sell them anything.3. To effectively promote the services offered by your companyFor service-oriented businesses, which do not have any tangible products that could be promoted to convince the customers, it is the image of the company logo alone that can be used to sway the buyer’s mood. Therefore, such companies have to extra ca
Consumers are not the sheep that many in the marketing industry think that they are. Discriminating buyers abound. It would only be a matter of time for false claims to cause one widget to outsell the other. Honesty is key. You may get away with the lie today but only at the expense of future sales. When marketing any product, you should first believe in it, otherwise, either don’t sell or endorse it. The trap that a lot of entrepreneurs fall into is the selling of mass products they know nothing about in the hopes that even if it is not a great product they can sell it through sheer marketing alone. This may work for a time but the time is definitely limited.
Integrity
Integrity like respect is earned. No one will trust you past a certain point, that point being their bank account, unless you have integrity. That integrity can only come from building a reputation for honesty and fair dealing. Now I am sure that a lot of people buy things without having any sense of the honesty or integrity that is behind what they just bought. We all do this from time to time. Sometimes, not often, we are even amazed that we actually got a good deal. Most often than not we are displeased with our purchase. There are many consumers who fall into this category. Have you ever heard the term compare shop? If not then this is what it means. Don’t buy the first thing that looks good. There is usually something better. Also, an implied tactic of compare shopping is to ask around. Ask others who have bought the product what they think of it. Word or mouth,email, or post can skyrocket a products sales. Just imagine, Honest, Integrity and a good product!
Dependability
Dependability is important in sending your marketing message. This means dependability of your product, company, promises, customer service and customer help. The list goes on. What your customer wants to know is now since they have helped you make a buck, will you be there to help them and support your product when they eventually, and they will, have a problem with it. For a marketing, salesperson, anybody in business, being dependable can mean the difference between going out of business and repeat customers. Repeat customers can equal referred customers. And the customers just keep on coming. It’s called networking, something all businesses need to survive. Remember what ever you say about you, your product and your business, make sure that it can be depended upon. If you want to stay in business, make sure that you become known first and foremost as the go to person that people can count on. You will never be sorry, I promise.
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependabili
Are you working very hard but don’t seem to be doing as much as you want to? The busiest person is not always the most effective – you could be wasting a load of your valuable time. Do you procrastinate?Signs that all is not well: If you hear yourself saying one of these... * If only I had all the facts * Every one wants a decision from me * Why don’t my staff do what I want them to? * If only I knew what was going on * If only I had more timeProcrastination: Do you keep putting off decisions or constantly ask for more information before you can make a decision? Are people always asking you for decisions? Do you have a pile of unanswered mail? Do you just seem too busy to do all that has to be done?You are in danger of putting of small decisions until they become major problems, thus your workload is snowballing and you are becoming more disillusioned and stressed. Your staff are unhappy because they are constantly chasing for answers and directions. This is infuriating for those who rely upon yo
Dependability
Dependability is important in sending your marketing message. This means dependability of your product, company, promises, customer service and customer help. The list goes on. What your customer wants to know is now since they have helped you make a buck, will you be there to help them and support your product when they eventually, and they will, have a problem with it. For a marketing, salesperson, anybody in business, being dependable can mean the difference between going out of business and repeat customers. Repeat customers can equal referred customers. And the customers just keep on coming. It’s called networking, something all businesses need to survive. Remember what ever you say about you, your product and your business, make sure that it can be depended upon. If you want to stay in business, make sure that you become known first and foremost as the go to person that people can count on. You will never be sorry, I promise.
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependabili
In franchising law we have what we call a 10-day rule, which in laymen’s terms goes something like this; The prospective franchise buyer must receive the (UFOC) Uniform Franchise Offering Circular for ten business days before any monetary compensation is given to or collected by the Franchisor. Sounds like a good idea right? Well, it is very problematic for willing buyers and sellers to operate under such constraints of trade. One of the proponent reasons for this law is that the UFOCs are generally about 200 pages long and that is a lot to read and the government regulators wish to make sure you take it to an attorney first. Currently the Federal Trade Commission is reviewing all the rules in franchising and determining whether we need more over disclosure and which kinds of stipulations to add to the franchise rule. Typical isn’t it adding minutia on top of already over loaded and cumbersome disclosure?I would like to comment first on the 10-day rule. I agree that if such a rule is to remain in play that it should be a number, which is easy to figure out, due to
Trust
Imagine being in a position in your business where you have established a reputation of honesty, integrity and dependability. Your customers know that they can trust you with their hard earned money. What would you do. Believe it or not, many in this situation would recognize that they are trusted and act accordingly. On the other hand, this is a dangerous point in the life cycle of any business. The possibility exist that a trust gained could be betrayed. Example: We all have hardships whether rich, or poor, employer or employee. A company or business person going through such a hardship could be tempted to use their position of trust to foist off products to their trusting and now willing clientele. Don’t let this be you. Make it a point to always keep the trust you gain, no matter if it is personal or business. Trust is invaluable.
In a situation where your customers trust you is a situation where you should be giving back to them, to reciprocate, in return for their patronage. In good times or ill, always treat the customer well. Send the constant message that you will not fail them. Do not bite the hand that feeds you. You don’t have to be a Mister Goody Two Shoes, one shoe will do just fine. Your customers don’t expect you to be perfect but they do demand to be treated perfectly. If not, your revenue will drop just as quickly as it rose.
Benefits
Giving benefits, even conditional ones to your customers is a powerful marketing strategy. Everyone like something that is free, for the most part. Your marketing strategy should always have a benefit included. Buy one get one free. Give credit towards a future purchase. There are many ways to include an added benefit to get a potential customer to buy and keep buying. Lets face it, buying and selling is the name of the game. Buy or sell until your heart is content. Just remember, make sure that regardless of which side of the sale you are on, there should be a benefit, for everyone.
Price
This is probably the simplest part of your marketing message that you will have to deal with, in a sense. The best product does not always win out. More likely it will be the cheapest one. Keep this in mind when pricing what you are marketing with just enough added to make your profit. I said profit, not a killing. You will not get rich off of one, a hundred, or even a thousand sales where the product is costly. The number one reason for this is that most of us just can’t afford it. Putting your product in a high category such as this will limit your marketing strategy as well as you potential income. Play with the prices until they seem just right. Use your marketing metrics to determine when you have hit the appropriate price range for what you are selling and then....sell. Make sure to always do it with honesty, integrity, dependability, trust a with benefits.
Conclusion
Nothing is written in stone. If you have a fair to good product and you market it like I have outlined or you use a marketing specialist, there still is no guarantee. The only guarantee you will get from using this strategy is that in the end, your morals and ethics will be intact. If you have no morals or have read this article and think that your marketing plans can do without a little humanity then by all means, sell. I can also guarantee that you won’t be in business long if you stick to your guns. Marketing is about Psychology. Sure there are many fancy words, techniques and strategies but in the end it is simply about giving people what they need and want. Make sure your needs and wants don’t clash with theirs and you should be well on you way to being successful.
ABOUT THE AUTHOR
Andrew Witherspoon is a freelance writer, an internet entrepreneur and a staff writer for Literafeelya Magazine.
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