Creating Clear Marketing Messages
On a recent call for one of my business development workshops, participants were sharing success stories. These are stories they can use when talking with prospects to give examples of how they have been successful in the past. This is a great way to personalize, and not just give information about what we do. But, it is important that the stories we tell make the point we want them to.
One of the participants shared a great story that left all of us thinking about what we needed to do to weatherize the area under our homes for the winter. It was a wonderful story that had us all engaged and ready to do something. There was only one problem… the action we were motivated to take was not the one he was selling.
Sadly, this isn’t all that uncommon. It is easy to get excited about a great story, or something that has meaning to us and forget […]
There are three general categories of marketing that form the “Marketing Triangle”: Active Marketing, Passive Marketing and Follow-up. It takes a commitment to all three categories to have a truly effective marketing campaign. How much emphasis you place in each category is determined by the type of business you have, as well as the stage your business is in. When you are brand new in business and working to get customers NOW, your approach will be different than when you are in an established business looking to gradually increase your customer base.