Marketing is not an easy task because it is a moving target. The reason why someone buys from you today can be completely irrelevant in a few years. Your marketing message must continue to adapt or else it will be buried by a competitor that is willing to recognize and adapt to the ever-changing landscape.
It is easy to pick on others
The neccessity of re-assessing your marketing jumped out at me when I received an email offer to subscribe to the Chicago Tribune. It has been a long time since I have picked up a printed paper, but I am still regularly bombarded with offers to subscribe.
They are consistently focused on how low the price is. I am sure at one time this was an effective strategy, but the reality is that the price is not the issue at all.
Dissecting the problem
The reality is that I am inundated with information. For better or worse, that convenient little device I carry around is constantly assaulting me with information. I cannot possibly consume more information, and the thought of a pile of unread papers laying around my house only would make me feel guilty for not making time to sit and read the paper.
The opportunity to charge more
The recent revelations of “fake news” is a golden opportunity. Trusted journalism is what I am looking for, and I would actually pay more if I could get it. In fact, this ad would perform better if they focused exclusively on providing trusted journalism (mentioned in small type) instead of highlighting the price. The price actualy makes it harder for me to believe their claim of trusted news, and they would probably do better by charging more.
Bringing it home
I recently helped a client who sells an expensive education program. For years we knew cost was a hurdle. I recommended that we create resources for those who want to attend, but need to sell it to their employers. I thought it would be easy, but quickly realized their marketing focused heavily on the value of the program for the individual. I will soon start incorporating the value of program for the employers of those who attend. I have a feeling it will be particularly beneficial to a particular niche of our target audience. Looking at their marketing from a different angle was enlightening.
Improving your marketing message
Sometimes the clues are all around you, and you just need to take the time to look at your organization differently. My best clients are ones that enjoy spending time talking about their marketing message, and recognize that their experience and expertise makes it hard for them to see their business the way prospects do.
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