In marketing the only way to stand out is to be memorable, and the key to doing that is to make it both intentional and emotional. Your message needs to be true to whatever product or service you’re offering. It should to be clear and empathetic. Ultimately, your marketing must satisfy enough purchase-decision needs to enable the customer to take the next step. But to lodge in people's hearts and minds you needs to hit four crucial points:
Your message should draw the attention of your customer by using words or phrases that address how your company will satisfy their needs and desires. Find something that makes the audience stop and recognize they have a problem and that you're the solution. Do this using using a combination of the visual, the verbal and by offering great value. General winning categories – and the ones that people don't usually miss – are usually linked to love, money, health or sex.
MAKE THE RIGHT IMPRESSION
Moms say a lot of things but when she told you that you only get one chance to make first impression, in this case your mom is right. People make their choices in three to nine seconds, so you need to be able to get your message across in the same short time span. Within that, the message needs to be true to what you are offering, because if it's anything but authentic, people will leave. And remember this, a confused mind never buys.
GIVE CUSTOMERS AN EASY WAY TO REPLY AND BE RECEPTIVE
I hate it when people leave a phone number and you call and it goes to Google Voice and then a message. If you’re asking me to call, pick up the phone. It drives me mad when you have to work so hard to get a response. If you are putting out an email, then answer the email. Don't put your customer in a queue or keep them waiting. And once they get through to you then be receptive to what they have to say.
IDENTIFY WHO YOU DO AND DO NOT SERVE
Help your customers self select correctly. You should know by now who your customer avatar is and who you do and do not serve. If your minimum is a company that has ten or more employees, then identify that up front. Only work with women over 40? Let them know. Also, I'm no fan of secret pricing as it feels like there's already a catch. The more upfront you can be and the more you can allow your client to self serve, the more efficient it will be for you. All of these elements – clear messaging, clear pricing, accessibility and authenticity – will make you more attractive and memorable.
Margot Black is the driving force behind award-winning boutique agency Black Ink PR. With more than 20 years experience in travel, tourism, entertainment and fashion PR, her savvy hands-on multi-platform approach to each campaign, ensures real results every time. Find out more at blackinkpr.com