What is said, when it’s said, where it’s said and how it’s said are keys to effective communication. But too often we leave these keys in the glove compartment when it comes to marketing, choosing instead a “one and done” ride on a self-serving wing and prayer for immediate results. This week, we’re serving up suggestions in “marketing speak” to help you reach, engage and influence customers and clients.
When planning and budgeting for marketing programs and campaigns, add the following four ingredients in the mix to maximize your momentum.
- Consistency: Find the right balance, channels and platforms to clearly convey your identity, brand/product promise and statements on an ongoing basis. Think long-term and plan for the long haul.
- Frequency: A widely accepted rule of thumb is to “touch your target” or expose your audience to messaging a minimum of seven times to trigger a call to action response.
- Repetition: Relentless use of the same message makes an imprint, builds “top of mind” awareness and reinforces brand/product positioning.
- Emotional Anchors: Roy H. Williams, a well-known marketing guru, defines this term as implanting an associative memory. In other words, connect to the target’s needs, wants and emotional triggers; personalize the value proposition.
If you are a small-business owner, you can ill-afford to omit these ingredients in the marketing messaging mix. To do so will cost you time and money – resources in short supply for those pulling triple duty as chief cook, bottle washer and marketing officer.
What’s your messaging strategy? Stir this pot with what works for you and check out our previous recipe on focus to maximize your momentum. In the meantime, get your creative juices inspired by one of our favorite Tom Petty and the Heartbreakers tracks from the 2010 Mojo album.
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