My past two coaching posts, How Not to Work WIth Your Marketing Team and Marketing Messages Are Not a Buffet illustrated the importance of building your marketing campaign using only one message at a time.
One of the challenges in narrowing down your message to one key thing is narrowing your message down to the one right thing that your target market is seeking. I alluded to this briefly in my last post by suggesting that you think from the point of view of your market, i.e., those most likely to have a need or desire for your widget.
Often companies misjudge what’s most important to their targeted consumer, and they’ll create elaborate campaigns and build entire sales presentations around “the message”.
Certainly, they’ll have some minor success selling to a narrow market segment, the segment that thinks like the company, but eventually the company begins to wonder why sales have slowed, or stalled. Often, the reason sales stall is not because the message is a bad one, it’s simply because the message was not the best one, the right one.
Build your message from your targeted market’s key need, then focus on telling, and selling, the right message to your market.