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Avoid Being Vague


We are bombarded with thousands of marketing messages daily? On television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place. And in order to get heard, we need our marketing messages to be clear and concise.

A vague message is one that isn't easily understood - it doesn't speak to a potential customer or client. To be successful in business, our messages must clearly target a specific audience, explaining to them the features and benefits of our product or service. We need to get the public involved and interested enough to want to have further conversations with us. Only then do we have the entrée for beginning to develop a relationship with them, the first step in the selling process.

How can we ensure that our messages are all that they can be?

1. Define your target market. One of the best ways to create a clear output is to start with clear inputs. When it comes to anything you do for your business, you need to be very clear on your target market. Who do you want to reach with your marketing efforts? Define them as clearly as possible. Are they male or female? What are their ages, their occupations, and their lifestyles? Why would they want to do business with you? The more clear you are about who you want to work with, the more clear you will be when crafting your marketing messages.

2. Market narrowly, but deliver broadly. Your marketing message should be carefully focused to cater specifically to the needs and wants of your target market. One might think you'd be passing up opportunities for more customers or clients. The reality is that more people will be attracted to you if you position yourself as a specialist rather than a generalist. Folks associate a higher degree of expertise with a specialist, and, more than likely, you'll be able to charge premium prices to reflect this marketing position. Once you've gotten their attention you can market many things to them (delivery broadly).

3. Talk about the customer, not yourself. Your marketing message should speak to the prospect, their particular needs and wants. What problems can you solve for the customer? Make a list of the top 10 problems that you solve for others. These should be the substance and focus of every conversation that you have. Avoid talking about yourself. People are interested in what you can do for them - sometimes even more than the specifics of the product or service that you offer. Your prospects needs and your solutions should be the focus of all of your marketing materials.

4. Explain the benefits. Not only should you explain the benefits of your product or service, but you should be able to explain the benefits of working with you. Features are defined as the distinctive characteristics of a product's use or design. A benefit, on the other hand, is how the feature will add value to the prospect's life. Carefully define your features and benefits. At the same time, what are the benefits of working with you? Do you provide 24-hour turnaround? Do you return emails and phone calls promptly? Do you offer a free introductory consultation? Do you provide additional value to your customers - extra reports, information or discounts on future purchases? People buy benefits, not features. What's in it for them? Let them know!

5. Know your products and services. There is a lot to know when it comes to your products and services. The more articulate you are in explaining their features and benefits, the higher your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, the benefits, and the specific client need that is addressed. Word this information in language that prospects can clearly understand - that relates to who they are as a target market. Drafting a simple one-page summary of these details can help you to get clear on what matters most.

6. Keep it simple. The best messages are those that are simply said. People understand simple. The more complex the explanation, the higher the risk you run that you'll "lose them along the way." Again, refer back to the one page summary of your client needs, as well as product or service features and benefits. Provide information that is easy to understand. Don't give more information until the client asks for the information. Always let the prospect guide the conversation.

7. Use a tagline. A tagline is a slogan or phrase that conveys something about a feature or benefit of something you offer. For example, the tagline for Chase Manhattan bank is "The Right Relationship is Everything". This slogan clearly communicates that one of the features of working with them is relationship - not just any relationship - but the right relationship. Another example of a tagline is Alicia Smith: The DISC Ninja. The DISC Ninja implies skill, precision, and performance. What type of tagline can best describe you and your business?

8. Consult your R & D team. To create on-target marketing messages, run them by your friends, family, and colleagues before you release them to the world. Creating your own R & D team is a great way to experiment or to try out your ideas in a low-risk environment. Probably one of the best things to do is to get feedback from your current customers. They can tell you first hand what works and why. Never pass up an opportunity to get feedback, as it will help you to fine-tune your marketing message.

9. Provide clear and clean information. It should go without saying that you should provide clear, easy-to-understand information. This applies to everything from your business card to your website. Make sure you include your complete contact information on everything, including your email signature. Provide FAQ or Frequently Asked Question sections in brochures, on your website or on other marketing materials. Make sure that you make it as easy as possible for people to contact you and to do business with you. If they need to search for how to contact you, they may very well search someone else out. Along with the times and days you do business, include your business, cellular, and fax numbers, as well as your website and email addresses. Include instructions on how to return or receive a refund on an item. Clear and concise is the name of the game.

10. Understand the customer. Prospects, and even your current customers, are focused on one thing and one thing only; what's in it for them. For the most part, they aren't really interested in you or your product or service. They are interested in benefits. How can you solve their pain? How can you resolve their issues? If you keep this in mind, this will help you to create marketing messages that are focused and really hit their mark.

© Copyright 2004 by Alicia Smith

Alicia Smith, a Coach and Trainer whose specialty is helping people Make Money Now. This article is derived from just one of the 26 lessons contained in her audio program, Marketing Marathon Blunders From A - Z. To learn more about that course and her other products and services, please visit http://www.90DayMarketingMarathon.com or http://www.AliciaSmith.com. You can also email her at alicia@aliciasmith.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. November / 21 / 2019

Google to Limit Who Can Be Targeted by Political Advertising - TIME
  1. Google to Limit Who Can Be Targeted by Political Advertising  TIME
  2. Google restricted ad targeting for political ads  Vox.com
  3. Google Restricts Political Advertising On Its Platform  Benzinga
  4. Google is taking the middle ground between Facebook and Twitter on political advertising  CNBC
  5. View full coverage on Google News

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them - AdExchanger
3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them  AdExchanger

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth? - Forbes
Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth?  Forbes

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local - cynopsis.com
Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local  cynopsis.com

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

New Squarespace Advertising Campaign Misses By A Click - Forbes
New Squarespace Advertising Campaign Misses By A Click  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Meredith's Vision for the Future Includes Growth in Print Advertising, Newsstand Revenue - Folio: - Folio Magazine
Meredith's Vision for the Future Includes Growth in Print Advertising, Newsstand Revenue - Folio:  Folio Magazine

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

The Rundown: We've always hated advertising - Digiday
The Rundown: We've always hated advertising  Digiday

Newspaper Advertising Market Procurement Intelligence Report | Newspaper Advertising Price Trends, Newspaper Advertising Suppliers and Procurement Insights Now Available from SpendEdge - Business Wire
Newspaper Advertising Market Procurement Intelligence Report | Newspaper Advertising Price Trends, Newspaper Advertising Suppliers and Procurement Insights Now Available from SpendEdge  Business Wire

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

Millions Are Being Poured Into An Advertising Push For Propositions CC And DD Before The Election - Colorado Public Radio
Millions Are Being Poured Into An Advertising Push For Propositions CC And DD Before The Election  Colorado Public Radio

The SEC brings its adviser advertising rules into the internet age - InvestmentNews
The SEC brings its adviser advertising rules into the internet age  InvestmentNews

SEC Seeks to Bring Adviser Advertising Rules into the Digital Age - Planadviser.com
SEC Seeks to Bring Adviser Advertising Rules into the Digital Age  Planadviser.com

Toward agelessism: reflections on turning 50 in advertising - AdAge.com
Toward agelessism: reflections on turning 50 in advertising  AdAge.com

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising - The Wall Street Journal
Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising  The Wall Street Journal

Learn Digital Advertising Essentials and Stay Ahead of the Game - Entrepreneur
Learn Digital Advertising Essentials and Stay Ahead of the Game  Entrepreneur

I worked on political ads at Facebook. They profit by manipulating us. - The Washington Post
I worked on political ads at Facebook. They profit by manipulating us.  The Washington Post

Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service - The New York Times
Behind Apple's 'Slow-Roll' Marketing Push for Its New Streaming Service  The New York Times

SEC: Changes to Investment Advertising and Cash Solicitation Proposed - The National Law Review
SEC: Changes to Investment Advertising and Cash Solicitation Proposed  The National Law Review

As the pay TV bundle unravels, advertisers should stick to sports - AdAge.com
As the pay TV bundle unravels, advertisers should stick to sports  AdAge.com

Amazon advertising exec joins Boston e-commerce startup - Boston Business Journal
Amazon advertising exec joins Boston e-commerce startup  Boston Business Journal

General Election 2019: Facebook takes down 'political' advertising - BBC News
General Election 2019: Facebook takes down 'political' advertising  BBC News

Trustpilot Launches First-Ever Consumer Advertising Campaign - Business Wire
Trustpilot Launches First-Ever Consumer Advertising Campaign  Business Wire

Cadent Recognized for Leadership in Addressable TV Advertising - MarTech Series
Cadent Recognized for Leadership in Addressable TV Advertising  MarTech Series

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019 - MediaPost Communications
GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print 11/04/2019  MediaPost Communications

Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms - AdAge.com
Netflix 'n' spills: How the streaming wars could hurt advertisers, consumers and platforms  AdAge.com

$13 Billion Dollars In Missing Digital Video Advertising Revenue. How To Capture That Money. - Forbes
$13 Billion Dollars In Missing Digital Video Advertising Revenue. How To Capture That Money.  Forbes

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Mispadu: Advertisement for a discounted Unhappy Meal - We Live Security
Mispadu: Advertisement for a discounted Unhappy Meal  We Live Security

Microsoft Advertising unveils interface redesign - Search Engine Land
Microsoft Advertising unveils interface redesign  Search Engine Land

BCI names new head of advertising, marketing services - The Journal
BCI names new head of advertising, marketing services  The Journal

Do advertisements on the side of vans and trucks violate Vermont billboard ban? - Burlington Free Press
Do advertisements on the side of vans and trucks violate Vermont billboard ban?  Burlington Free Press

Don’t abolish political ads on social media. Stop microtargeting. - The Washington Post
Don’t abolish political ads on social media. Stop microtargeting.  The Washington Post

Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe) - BeInCrypto
Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe)  BeInCrypto

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

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