I read the following (edited) post by Krys Slovacek:
Are there magic words in marketing? Perhaps. Abracadabra! No? Fine, then. Moving on…
I initially got excited about a message I read on MeCo, listing the “twelve most influential words” in marketing. However, as I read through the messages, I found that the people posting on the thread took it in a direction that was surprisingly predictable. The twelve words have been used in countless spam messages and have become “red flags” to anyone with an email account.
Then I stumbled upon this blog post by Gary Bencivenga. He presents a compelling argument to eschew the magic word theory and make a compelling argument…
Even Gary’s post doesn’t spell out the real point. Which is?? Plan better meetings. Offer better content. Research what your target audience really wants, and give it to them. If you’re offering what people are looking for, you don’t have to dress up your message with magic words. You can simply explain the real benefits of attending or exhibiting at your meeting. That’s the real magic. Abracadabra!
My perspective…If anyone attempts to sell you on the idea that one size fits all, tell them to take a hike. Marketing is the art of communicating and delivering value in an relevant and engaging way. Imagine selling an energy drink to your Grandfather, and imagine selling that same energy drink to your 20 year old brother. The value for your Grandfather versus your brother will be totally different. And, the way in which you communicate (medium as well as communication style) will also differ. It has to! Grandpa might be interested in the fact that the energy drink contains the highest levels of Ginseng and Glucosamine to make him feel youthful; whereas, brother may be more interested that it provides the most extreme jolt of energy to get him through his day & night.
The most critical steps to marketing your products and/or services are:
1. Define what you stand for. What makes you unique and what makes you better?
2. Understand who you’re talking to. Define your target market and understand what drives them. Consumers don’t really need another pair of jeans. They want another pair of jeans. Find out why.
3. Communicate value (how will this product / service make me feel?). Try to stay away from benefits (i.e. better tasting, 10% Ginseng, etc). Highlighting the fact that you have the highest level of Ginseng in your product opens up an opportunity for your competitor to introduce a product that has even more Ginseng.
4. Over deliver. Seth Godin says it best…”Make big promises; over deliver.” This is the key to making the brand live well beyond the first purchase. Getting people to buy is only half the challenge. Making them come back for more…and tell their friends is the other half.
Image via Flickr
Great post and excellent points.
I particularly agree with you on the fact that “one size fits all” is hardly ever the case.
Great post and excellent points.I particularly agree with you on the fact that “one size fits all” is hardly ever the case.
All four of the marketing points are excellent. The one I always focus on is differentiating your business from the competition. Too many businesses let their product or service get ‘commoditized.’
All four of the marketing points are excellent. The one I always focus on is differentiating your business from the competition. Too many businesses let their product or service get ‘commoditized.’