Good marketing, whatever form it takes, always meets certain criteria. That's what makes it good. The following 10-Point checklist will help you determine if your marketing passes the test.
I challenge you to evaluate one of your recent ads, promotions or other marketing activities to see how it measures up.
1. Does it focus on the solution or benefit you provide?
Too often ads simply list product or service features. Don't make your prospects work that hard to figure out how your product or service can help them. Tell them straight out.
2. Does it have one, clear message?
What's the one message you want to communicate? Make sure it's not buried in too much information or it may not get across.
3. Is it focused on one, specific group of prospects?
Do you know who you are talking (and marketing) to? Make sure your marketing is targeted at one, specific group of prospects - it's the only way to make sure you are addressing their needs.
4. Is it written in language these prospects can relate to?
If you want your message to resonate with your prospects, make sure it speaks to them, both in content and in the tone and language you use.
5. Does it feature your Unique Selling Proposition?
This is the ONE thing that sets you apart from every other product or service your prospect could possible buy to fulfill the same need. It better come across loud and clear in everything you do.
6. Does it have one, compelling point of focus?
Ever see an ad with so many things in it you didn't know where to look first? Your prospects won't know either if you try to cram too much into your ads or promotional materials.
7. Does it accurately communicate your professional servicing business' personality?
Yes, your professional servicing business has a personality and everything you do should reflect it. You want your prospects to feel like they "know" you. If you change your personality every week, they won't come to know and trust you.
8. Does it give prospects more than one reason to respond?
Not everyone is ready to buy, or take the one, primary action you want them to take. Make sure you give them another reason to respond, or they are simply a lost lead.
9. Does it give prospects more than one way to respond?
Make it easy and convenient for prospects to take action. What if you only offer an email or website address and someone doesn't have computer access or they're away from their office but they want more information right now?
10. Do you have a specific objective for the marketing?
If you don't know what your marketing is designed to achieve, then how will you know if it was successful? Always have a plan and an objective for everything you do.
I like how you've outlined areas to pay attention to when creating promotional material for your business. This is very helpful. It's very easy to get miss what the clients want when you market your goods or services. With a test like this one, you can tweak your message and see how consumers will engage with your brand.
This checklist is great, I feel it covers everything that one marketing campaign needs step-by-step.
I feel that a focus group is often overlooked even in the big business world. You need to know who you are selling your product to and what would work for that focus group and what wouldn't.
Although this post was created in 2017, the ideas shared and expressed here are effective to this very day. I have often wondered how successful companies are able to do it and this post reveals how that happens. The checklist provided above will surely help many who are often struggling to look for a marketing-driven approach that works. Thankful this was shared here.