So what do one do to be noticed amongst the relentless bombardment of marketing information being spewed at us 24/7/365 by thousands of people trying to get your attention?
You go quiet for a day or two. (I hear) Maybe 3, or 4 or 5 days. But quiet you go and you start studying the product and it’s purpose from all angles. If you can pull it inside out. Do so. Turn it around, upside down. Look and look. What do you see that can be DESCRIBED to a client as different? “Good” or “better” or “cheaper” is NOT different. In fact “good” is NOT good enough anymore. If you are not different you will not be noticed amongst the same noise.
Study your product and its purpose like you have not done before. Of course you must eat but if your initial view is that your products purpose is to provide you with an income it is going to stay on your shelve. You are going to FAIL. It MUST bring value to those who are willing to pay for it. And it is my job to try and find the ultimate way of explaining to my prospective market how it will improve their life. They must perceive the idea that they will get more value from the product of service than what they pay.
What message can I use that will give my market the confidence to deal with ME! How can I get them to notice my message amongst the insane number of messages available on the planet? The job is to look for the magic message, the right words or story that will honestly describe the value my client will get when he or she uses my product. This is no easy task. This is not a lightweight decision. And it is exactly for this reason that most marketing fail.
Maybe you have the right message but never succeed to deliver it to those who are looking for your product. And often we deliver the message to the right client but they go with someone else, because your competition had a better story, not necessary a better product or service. The better message almost always wins the battle to get a new client.
One can google and google about the best way to market, and read hundreds of books on the subject, and even get the message and the format right. In fact you could become and expert and still not get it right.
You are not alone!
There are always someone else doing what you do. And they also want the client you want. The ONLY difference between you and the competition is the message. The story you have to tell. If you are very good at what you do, your clients will start to tell your story. And that is what you wish to achieve.
Delivery of your message will cost money. Try the spam route and you almost instantly discover nowadays that this is simply not tolerated anymore. Most “permission” based emails are bullshit in any case. Mostly spam. I always have add blocker plus installed on my Firefox, because I hate the Google advertisements stealing my bandwidth and cluttering up my screen. So “pure 2 gat jakkals” style, I also need to make a noise. I also need to deliver my message. How?
So to end this writing of today. I am now in day 2 of RETHINKING my own marketing and message delivery strategy. I need to get an answer by studying the product AGAIN and what it does for the client, not Google more hogwash. To convey a truthful marketing message amongst all the copied folklore can be quite a challenge. It is also more complex nowadays to do research with Google, there are oodles of websites just spewing out “loutere kak” they copy from one another. It takes days to filter out the worthless data from the truth. More is not better anymore.
I will never take on a product that is a lie. Snake oil salesman will never get me to push a worthless product. I make damn sure something works before I will be willing to spend time on it. And then hopefully a honest targeted effort can be attained to deliver the message of value in the hands of those who are looking for such a product. How do I deliver the message to those who want to know, and miss those who do not want to hear?
Here we are, one half of the planet screaming at the other half of the planet trying to get each others attention to sell something hahahahahahaha. If you don’t have the staff to create graphics. Do copy writing that attracts clients. I suggest you have a look at our affordable marketing for South African Businesses. See you at https://t-m.co.za