Ask These Marketing Questions
October 16, 2009 by John
Filed under 5. News & Ideas
Ask These Questions
What is the overall communication objective of your marketing — is it to increase awareness, to differentiate, or to improve the perception in the marketplace?
Action Step: Write one sentence: What communication OBJECTIVE is the most valuable to your clients and you right now, which singular message do you need to bring into the minds of prospects? What message are you going to yell out standing on a soap box in Central Park? What would impress your prospects?
DON’T USE UNHEARABLES … words and concepts that you’ve heard a million times before. It has to be FRESH, innovative, provocative, and action-stirring.
What specific ACTION do we want them to take after they have viewed the presentation? Reality is there is no money if they don’t take the action. Aim all your communication to that first step: Mr. Prospect Take This Action Now.
SHORT-TERM: What do you want them to do in the next 60 seconds after they have viewed the presentation? For example, do they call, fill out a form, place an order, arrange an interview, explore the web site, etc. What action do they need to take at the end of the presentation?
LONG-TERM: What do you want them to REMEMBER 12 months from now? We humans see great commercials and have no idea what the product was. We listen to seminars and forget most of it within 24 hours. Now, what ONE concept, idea, slogan do we want them to remember for the rest of their lives?
Some action slogans seem to stay with us forever: How do you spell RELIEF? R-O-L-A-I-D-S (This campaign slogan was so powerful that one half of the southern school kids spelled relief … you guessed it …
R-O-L-A-I-D-S).
Who is this campaign for — dealers, distributors, staff, prospects, existing clients — what is their familiarity with the company and the products? If known, what are the target audience psychographics (lifestyle, attitudes, religion, politics), demographics (age, sex, income, geographical factors), and ethnographics (race, ethnic background, etc.)?
