It's a new year, and
a new opportunity to focus on finding fresh
ways to market your products or services. Need
some help in the ideas department? Give me a
call. I'm here for you!
Linda Coss
949-699-2749
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Got
Focus? |
It
slices! It dices! It provides insurance for
your business and treats for your dog!
What's wrong with this message? It's trying
to sell too many things at once. In fact, its
message is so broad that it's confusing. What
in the world is being sold here?
One of the keys to successful marketing is to
focus your message. Don't try to promote too
many things at once or combine too many ideas
into one advertisement. Even if you have multiple
product lines, it's not necessary to mention
all of them in every communication.
To take a targeted approach and zoom in on what's
important to your potential customers, start
by answering the following 3 questions:
-
What
Are You Selling? Always focus on
the benefits of what you're offering. People
want to know how your product or service will
solve their problems, meet their needs or
improve their life.
-
Who
Are You Selling It To? Most products
or services have more than one target audience.
For example, my food allergy books are targeted
at parents of children who have life-threatening
food allergies - but I also sell to people
who buy the books as gifts, librarians, book
stores, and more. Who are you targeting in
this particular marketing piece?
-
What
Will Appeal To These People? Which
of your products or services will be of the
most interest to this target audience? What
benefits should you emphasize? A caterer might
highlight their "healthy food at reasonable
prices" when marketing business lunches
to corporations, but focus on "elaborately
displayed gourmet food" when talking
to brides-to-be.
Trying to be
"all things to all people" can lead
to confusion and/or an overly generic marketing
piece. Focus your message for great success.
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| Customer
Spotlight: Project Image |
Flavia
Manconi of Project Image is a personal image
consultant who helps her clients to develop
and project a personal style that reflects their
inner self and helps them to succeed in business
and in life. Her services include Color Analysis,
Style Development, Wardrobe Edit & Management,
Personal Shopping, and more.
Recently Flavia focused in on a particular segment
of her target market - singles - and offered
a special workshop just for them. The message:
you can attract your ideal mate using the power
of your personal image. Click
here to see the flier I wrote for this event.
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| ©
2009 Linda Marienhoff Coss |
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