Business

Put Your Marketing To the “So What?” Test

Comments Off on Put Your Marketing To the “So What?” Test 19 October 2011

Want to get Better at your Marketing today?

For numerous service company owners, marketing could be a actual mystery. We don’t truly know precisely how it works. We’re not actual sure about what works best for us. And probably simply because of some past frustrations, we’re not even certain where to start.

Most appear to at least have a notion of what’s involved in advertising…a internet site, Yellow Pages advertising, brochures, direct mailings, networking, seminars, trade shows, and so on.

But if that is all it took, wouldn’t we all be attracting sufficient clients?

I’m certain you have attempted one or much more of these issues a minimum of to some degree. And I’m sure you have had at least some successes now and again. But are you in a position to make it function consistently for your company?

If not, what might be going on?

First, let’s agree to a definition of marketing. Here is my preferred 1 for little, service-based businesses:

“Marketing will be the use of methods to generate a constant supply of high-quality leads for your service business.” Simple to understand and speaks directly to the outcomes we want.

OK, so does not this definition take us correct back to what we said we already knew about advertising… a web site, Yellow Pages advertising, networking, etc.? Nicely maybe, but first it’s important to understand why your current marketing activities aren’t producing consistent results.

Put your message and materials to the “So What?” test.

Start together with your core advertising message. Pull out your most often utilized advertising tool and read it out loud. Put it to the “So What?” test.

Following you read it out loud, is it feasible that your intended audience could respond with… “So What?”… “Why do I care?”… or “What’s in it for me?” If your message doesn’t tell your intended audience what solutions you are offering to address their issues/problems/challenges, and how it relates to the advantages they’ll obtain from your services, then a “So What?” response is precisely what you might anticipate.

Messages and materials that are all about who you are and also the history of your company and what services you offer and why you’re so qualified to offer these services and how you partner together with your customers to achieve superior outcomes, and so on. are likely to fail the “So What?” test.

Challenge all your current advertising materials. Keep in mind, it is the intended audience that counts. What’s in it for them? Why should they care?

Listen, if your advertising is consistently producing all of the high-quality leads you can deal with, then do not alter a factor. But in the event you haven’t quite figured out how you can create a continuous supply of leads for your service business, then you owe it to yourself to challenge your current advertising tools by putting them towards the “So What?” test.

Attempt these ideas:

* Challenge all your marketing tools that are not contributing to consistently generate leads for your service company – even the ones that have worked in the past. Could you enhance the message and get a higher return? Put it towards the “So What?” test.

* Attempt the X’s and O’s test (particularly using the last letter you wrote). Mark an X each and every time your advertising piece mentions your name, business name, or the words “I” or “me”. Mark and O each and every time it mentions the prospects name, business name, or the word “you” or “your”. If the X’s outnumber the O’s, rewrite it prior to using it again.

* Try gathering up a group of people you can trust to provide you with very honest feedback. You’re not just searching for proof readers, but people who will give you honest feedback on whether your supplies pass the “So What?” test.

* Be prepared for some negative feedback, but much more importantly, be ready to do something about it.

* Do not just accept opinions, but attempt to get down to realistic response. For example: “I think this component is too wordy and detailed.” (opinion) versus “I got pretty lost and confused using the level of detail in this component.” (response)

* Remember that it is the intended audience that counts. If it’s not clear who the message is intended for when it’s received, then how can it pass the “So What?” test.

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