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The Top Ten Signs That Your Marketing
Message Needs a Facelift
By Bea Fields
Is your marketing plan dull, flat,
and downright boring? Is it lacking the zest and
appeal which can penetrate the consciousness of your buyers If so,
you may
be driving away folks who could easily buy your products or services.
If so,
these ten signs from The 90 Day Marketing Marathon Blunders from
A to Z: B
is for Boring will support you in raising your awareness of what
drives folks
away and tips on how you can create a message which will catch fire
in the
market place.
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(1) It’s all about you. Folks
are not interested in you and your accolades. They
want to know what you can do to solve their problem of the day. Drop
the focus
on you, and turn the spotlight on what is important to your buyer.
(2) It is filled with details and
research. People are bogged down in details
and statistics. They are always much more interested in buying from
someone
who shares their personal experiences and who is willing to build
an open and
honest relationship.
(3) It lacks action-oriented words.
People love to buy Nike products, because
the words “Just Do It” communicate action. By using words
such as run, dance,
live, sing, move, or play, you will get your potential clients moving,
excited
about buying your product or service.
(4) You have nothing new to offer.
People are bored with the same old same
old. Put yourself on the bleeding edge of your profession by taking
advantage
of the new tools and resources which are out of the norm. (Example:
In
Coaching, we take advantage of modern online survey tools and blogging
tools
which breathe new life into our businesses.)
(5) Your message drips of “neediness.” If
your marketing message is
focused on “sell, sell, sell," you will send the message
that you are needy,
which will drive customers away. Communicate your willingness to
provide
value, and you will develop raving fans.
(6) Your message lacks “color.” An
advertisement can be delivered in black
and white, still have “color,” and paint an amazing picture.
Use powerful words
which will grab the attention of your potential customers such as
discover
(suggests excitement,) proven (sends a message of peace of mind,)
and
savings (everyone wants more money and more time.)
(7) You are marketing on the surface.
People buy based on emotions. If you
are selling shampoo, don’t just sell shampoo…sell beautiful
hair. If you are
selling heating and air units, sell comfort and warmth. If you are
selling a
vacation, sell a luxurious day on the beach and romantic walks under
the stars.
(8) It lacks your personality. Even
if you are selling widgets, folks want to
know who is selling the widgets. Why? Because they want to know you
can be
trusted to deliver as promised. Use fun photographs and life stories
so that your
buyers can get a closer look at your life. The connection you will
make will be
unforgettable.
(9) Your message lacks added value.
Studies show that people will buy if the
value perceived is worth the investment. If you are charging nickels
and dimes
for small extras, you will quickly drive buyers away. People who “nit
pick” over
incidentals are often considered to be “uptight” and “inflexible.” Yawn!!!.
Drop
the nit-picking, and over deliver by adding extra value. Folks will
love you for it!
(10) You are playing “Follow
the Leader.”People
want to buy from people
who are leaders. Be bold in what you stand for in your business,
and make this
known on your website, in your brochures, and in the articles you
write. You will
position yourself as someone who is both open and confident and someone
who
is worthy of trust.
About the Author: Bea Fields is an
Executive Coach and a Certified Guerrilla
Marketing Coach. She is a Consultant, Trainer, Public Speaker and
author of
the Five Star Leader e-course. Along with Business Coach, Alicia
Smith, Bea
is also the co-author of the Marathon Marketing E-Course for Coaches
and
Business Owners.
E-mail: bea@fivestarleader.com
Author's URL: http://www.fivestarleader.com
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