How to Deliver an Effective Marketing Message

How to Deliver an Effective Marketing Message

By Abby Johnson – Mon, 07/19/2010 – 8:52am.

Get your message heard

Why is it so difficult for marketers to get their message to stand out? Although the marketplace is already overcrowded and is continuing to grow, it is possible for messages to be heard.

As the above video points out, many marketers are focusing on the wrong thing. They are continuously trying to understand the consumer, which is a hard job. Instead, they should dedicate their time to understanding the consumer’s needs and how they can fulfill the task that the consumer wants completed.

Many marketers segment their target market into customer groups such as small businesses, moms, and homeowners. By doing this, they are taking the focus off of meeting needs, which could lead to failure. As a result, the marketing message blends in with all the other messages and is not heard.

Legendary Harvard Business School marketing professor Theodore Levitt once said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

This same idea is true today. To have effective messaging, marketers need to take a knowledgeable approach. For this, they need to conduct research on sales and behaviors to see what prompts the customer to act. Not only does this information provide insights into the customer’s needs, it also allows marketers to better accommodate them.

An effective message should also build brand equity. Most of the tried and true brands that we all recognize today didn’t rise in popularity because they had fancy marketing messages. On the contrary, their messages simply stated what they could do.

While creativity plays an active role in messaging, marketers need to be careful since the message could be easily drowned out by too much creativity. A message should be simple and give consumers direction. Both these elements in turn build equity in the brand.

If you dwell on the crowded marketplace and all the competition it includes, it’s easy to get overwhelmed. If you instead, think about the specific needs that you are trying to meet and how it will create new opportunities, then you are on the right track for creating an effective marketing message.

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