 Marketing communications is what makes you visible to a chosen target market. It’s what a prospect hears or sees about a business and is primarily responsible for how you’re perceived in the marketplace.
The guiding principles of marketing communications are; have something good to say, say it well and say it often.
Having something good to say is about differentiation. Organizations must work hard to raise the bar and innovate so they’re not perceived as simply a “me too” offering. Businesses that work continuously to create unique or superior customer value are the ones that thrive over time.
Marketing communications must accomplish three things:
1. Capture attention
2. Position favorably versus competition
3. Compel prospects to take a next step (conversion)
To achieve these goals, you must say it well.
Capturing attention requires that marketing communications be based on Hot Buttons – those things that are personally relevant to a prospect and invoke an emotional response. Prospects will be indifferent to marketing communications if it isn’t personally relevant.
Powerful marketing communications can distinguish you from competitors, and make it clear you are the best available choice.
Compelling prospects to take a next step requires marketing communications that is designed to convert. What does a prospect need to see or hear to continue with the decision making process? Often times, prospects are looking for educational content that will assist them in making an informed decision. We must provide simple access to this information to move prospects to the next step in the decision making process.
You can choose to communicate poorly, or you can choose to communicate well. If you commit to saying it well, better results are inevitable.
Saying it often speaks to frequency. Prospects need to hear or see the same message multiple times before they “get it”. A sound marketing communications strategy must be based on on-going, consistent communications that will increase visibility and familiarity over time.
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