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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 [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. April / 22 / 2021

Amazon Brand Advertising is Booming: Pacvue Report Reveals 41% Increase in Sponsored Product Spend and 89% Increase in Sponsored Brand Spend Year-over-Year - Daily Record-News
Amazon Brand Advertising is Booming: Pacvue Report Reveals 41% Increase in Sponsored Product Spend and 89% Increase in Sponsored Brand Spend Year-over-Year  Daily Record-News

AIM Media Midwest sues Facebook, Google over digital advertising tactics - Gallipolis Daily Tribune
AIM Media Midwest sues Facebook, Google over digital advertising tactics  Gallipolis Daily Tribune

Roundup: LSU vaccinations / Evans-Graves Engineers / Lamar Advertising - Greater Baton Rouge Business Report
Roundup: LSU vaccinations / Evans-Graves Engineers / Lamar Advertising  Greater Baton Rouge Business Report

Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region - GlobeNewswire
Insights on the In-Application Advertising Global Market to 2026 - by Advertisement Type, Application and Region  GlobeNewswire

Carl Spielvogel, a Longtime Power in Advertising, Dies at 92 - The New York Times
Carl Spielvogel, a Longtime Power in Advertising, Dies at 92  The New York Times

Core Components of Advertising Technology - CIOReview
Core Components of Advertising Technology  CIOReview

National Advertising Division Recommends Natural Diamond Council Discontinue Certain Advertising Claims on Benefits of Mined Versus Man-made Diamonds - PRNewswire
National Advertising Division Recommends Natural Diamond Council Discontinue Certain Advertising Claims on Benefits of Mined Versus Man-made Diamonds  PRNewswire

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Voices: Digital Audio Advertising - The Marketer's New Superpower - Yahoo Finance
Voices: Digital Audio Advertising - The Marketer's New Superpower  Yahoo Finance

Facebook to bring changes in advertising, privacy following Apple's upcoming iOS update - WHBL News
Facebook to bring changes in advertising, privacy following Apple's upcoming iOS update  WHBL News

Advertising art showcased great talents: Yenke Peddler antiques - cleveland.com
Advertising art showcased great talents: Yenke Peddler antiques  cleveland.com

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

From creation to placement: WPP promises net zero advertising value chain - www.businessgreen.com
From creation to placement: WPP promises net zero advertising value chain  www.businessgreen.com

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Digital Remedy's Flip OTT Advertising Platform Wins 2021 Digiday Video & TV Award - PRNewswire
Digital Remedy's Flip OTT Advertising Platform Wins 2021 Digiday Video & TV Award  PRNewswire

NYC targets Exxon, BP and Shell in false advertising lawsuit - New York Daily News
NYC targets Exxon, BP and Shell in false advertising lawsuit  New York Daily News

Lord Jones brings CBD advertising to television and streaming - Glossy
Lord Jones brings CBD advertising to television and streaming  Glossy

Court Agrees Chubb Excluded Coverage in $3.3 Million Unsolicited Advertising Case - Insurance Journal
Court Agrees Chubb Excluded Coverage in $3.3 Million Unsolicited Advertising Case  Insurance Journal

Bipartisan cannabis bill on hold over billboard advertising near schools - MDJOnline.com
Bipartisan cannabis bill on hold over billboard advertising near schools  MDJOnline.com

Researchers show how 'theory of mind' influences advertising skepticism - EurekAlert
Researchers show how 'theory of mind' influences advertising skepticism  EurekAlert

DoubleVerify: Secure Advertising, Secure Investment To Be Seen - Seeking Alpha
DoubleVerify: Secure Advertising, Secure Investment To Be Seen  Seeking Alpha

The American Advertising Federation Celebrates Excellence in Multicultural Advertising at the 19th Annual Mosaic Awards - PRNewswire
The American Advertising Federation Celebrates Excellence in Multicultural Advertising at the 19th Annual Mosaic Awards  PRNewswire

How Advertising Agencies Are Trying to Prevent Staff Burnout - Business Insider
How Advertising Agencies Are Trying to Prevent Staff Burnout  Business Insider

Department Of Health Releases Draft Advertising And Tracking Regulations - Cannabis & Hemp - United States - Mondaq News Alerts
Department Of Health Releases Draft Advertising And Tracking Regulations - Cannabis & Hemp - United States  Mondaq News Alerts

Brand owners and advertisers beware! New influencer marketing guidelines in the spotlight - Lexology
Brand owners and advertisers beware! New influencer marketing guidelines in the spotlight  Lexology

Apple sets to Boost its Advertising Business just as their Privacy Rules are set to launch and hurt competitors like Facebook - Patently Apple
Apple sets to Boost its Advertising Business just as their Privacy Rules are set to launch and hurt competitors like Facebook  Patently Apple

The ARKW ETF: Capitalizing on the Future of Advertising - ETF Trends
The ARKW ETF: Capitalizing on the Future of Advertising  ETF Trends

TikTok's top talent managers - Business Insider Nordic
TikTok's top talent managers  Business Insider Nordic

OTC Markets Group Welcomes Mirriad Advertising plc to OTCQX - PRNewswire
OTC Markets Group Welcomes Mirriad Advertising plc to OTCQX  PRNewswire

OPINION | Campus advertising interrupts learning environment • The Tulane Hullabaloo - Tulane Hullabaloo
OPINION | Campus advertising interrupts learning environment • The Tulane Hullabaloo  Tulane Hullabaloo

Versus Systems to Allow Alcohol-Related Advertising Beginning in July - GlobeNewswire
Versus Systems to Allow Alcohol-Related Advertising Beginning in July  GlobeNewswire

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Facebook Provides Advice to Help Advertisers Prepare for Apple's iOS 14.5 Update - Social Media Today
Facebook Provides Advice to Help Advertisers Prepare for Apple's iOS 14.5 Update  Social Media Today

Global In-Application Advertising Market (2020 to 2026) - Featuring AdColony, Amobee and Apple Among Others - ResearchAndMarkets.com - Yahoo Finance
Global In-Application Advertising Market (2020 to 2026) - Featuring AdColony, Amobee and Apple Among Others - ResearchAndMarkets.com  Yahoo Finance

Calhoun Port Authority approves advertising bids for new banker - Victoria Advocate
Calhoun Port Authority approves advertising bids for new banker  Victoria Advocate

Department of Health Releases Draft Advertising and Tracking Regulations - JD Supra
Department of Health Releases Draft Advertising and Tracking Regulations  JD Supra

Invibes Advertising Announces a Successfully Capital Increase Through Private - MarTech Series
Invibes Advertising Announces a Successfully Capital Increase Through Private  MarTech Series

Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday? - InvestorsObserver
Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday?  InvestorsObserver

Microsoft Advertising Partner Summit announces video ads, in-browser price comparisons and Facebook import - Search Engine Land
Microsoft Advertising Partner Summit announces video ads, in-browser price comparisons and Facebook import  Search Engine Land

Wiregrass wins top advertising program awards - WALB
Wiregrass wins top advertising program awards  WALB

InventHelp Inventors Develop New Advertising Accessory for Vehicles (ORD-2881) - Yahoo Finance
InventHelp Inventors Develop New Advertising Accessory for Vehicles (ORD-2881)  Yahoo Finance

Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions 04/20/2021 - MediaPost Communications
Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions 04/20/2021  MediaPost Communications

Lamar Advertising Company: An Industry Leader - Seeking Alpha
Lamar Advertising Company: An Industry Leader  Seeking Alpha

Comscore Expands Cross-Platform Digital Advertising Agreement - Martechcube
Comscore Expands Cross-Platform Digital Advertising Agreement  Martechcube

Sotheby's International Realty Launches First Transcreational Global Advertising Campaign - PRNewswire
Sotheby's International Realty Launches First Transcreational Global Advertising Campaign  PRNewswire

How Important is Online Advertising to Growing a Successful Local Business? - Santa Clarita Valley Signal
How Important is Online Advertising to Growing a Successful Local Business?  Santa Clarita Valley Signal

Sylvan Learning Returns to National TV Advertising for the First Time Since 2014 - WFMZ Allentown
Sylvan Learning Returns to National TV Advertising for the First Time Since 2014  WFMZ Allentown

PureCars Becomes Certified As A Kia Canada Digital Advertising Partner - PRNewswire
PureCars Becomes Certified As A Kia Canada Digital Advertising Partner  PRNewswire

Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards - Adweek
Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

Digital Advertising Agency Rodgers Townsend marks New Investment - Martechcube
Digital Advertising Agency Rodgers Townsend marks New Investment  Martechcube

Sidecar Releases E-commerce Advertising Industry Benchmarks for 2021 - PRNewswire
Sidecar Releases E-commerce Advertising Industry Benchmarks for 2021  PRNewswire

Spotify Recruits O2 for Green Sustainable Sonics Advertising Initiative - Adweek
Spotify Recruits O2 for Green Sustainable Sonics Advertising Initiative  Adweek

Advertisers are gearing up for live events again - Business Insider
Advertisers are gearing up for live events again  Business Insider

Outdoor Advertising Machines Operating Market Statistics, Facts And Figures, Investment Trends, Key Players and Forecast 2021-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Outdoor Advertising Machines Operating Market Statistics, Facts And Figures, Investment Trends, Key Players and Forecast 2021-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Apple launches the post-IDFA world to the dismay of advertisers - VentureBeat
Apple launches the post-IDFA world to the dismay of advertisers  VentureBeat

Cheat Sheet: Why Advertisers Need to Know about the ‘Fourth Amendment Is Not For Sale Act’ - Digiday
Cheat Sheet: Why Advertisers Need to Know about the ‘Fourth Amendment Is Not For Sale Act’  Digiday

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

Remine Partners with Evocalize to Bring Digital Advertising Technology Directly to Remine Users - Business Wire
Remine Partners with Evocalize to Bring Digital Advertising Technology Directly to Remine Users  Business Wire

Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers - JD Supra
Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers  JD Supra

A Big Thanks To Our Advertisers - Above the Law
A Big Thanks To Our Advertisers  Above the Law

Advertising Production Services Market Huge Growth During Forecast Period 2021-2027 – The Courier - The Courier
Advertising Production Services Market Huge Growth During Forecast Period 2021-2027 – The Courier  The Courier

Las Vegas Sands Corp. Runs Expanded Gambling Advertising Campaign In Texas - CardPlayer.com
Las Vegas Sands Corp. Runs Expanded Gambling Advertising Campaign In Texas  CardPlayer.com

ADVERTISING: Advertorial — Are your thoughts causing you pain? - Coeur d'Alene Press
ADVERTISING: Advertorial — Are your thoughts causing you pain?  Coeur d'Alene Press

Vizio is a smart bet on the future of advertising, Wells Fargo says - CNBC
Vizio is a smart bet on the future of advertising, Wells Fargo says  CNBC

Amid digital advertising upheaval, CIOs will lead business transformation - CIO Dive
Amid digital advertising upheaval, CIOs will lead business transformation  CIO Dive

Video Games Advertising Market Size And Forecast (2021-2027) | With Post Impact Of Covid-19 By Top Leading Players – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Video Games Advertising Market Size And Forecast (2021-2027) | With Post Impact Of Covid-19 By Top Leading Players – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertisers Unlock 95,000+ Targeting Options for Facebook and Instagram with New Site, Audience Kitchen - PRNewswire
Advertisers Unlock 95,000+ Targeting Options for Facebook and Instagram with New Site, Audience Kitchen  PRNewswire

2021 40 Under 40: Kawaskii Bacon crunches 30M numbers for Media Bridge Advertising - Minneapolis / St. Paul Business Journal - Minneapolis / St. Paul Business Journal
2021 40 Under 40: Kawaskii Bacon crunches 30M numbers for Media Bridge Advertising - Minneapolis / St. Paul Business Journal  Minneapolis / St. Paul Business Journal

Social Advertising is On the Rise for Retailers - Business 2 Community
Social Advertising is On the Rise for Retailers  Business 2 Community

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Digital ad spend grew 12% in 2020 despite hit from pandemic - CNBC
Digital ad spend grew 12% in 2020 despite hit from pandemic  CNBC

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

Advertising Going Back For The Future: The Upside Of A Post-IDFA World - AdExchanger
Advertising Going Back For The Future: The Upside Of A Post-IDFA World  AdExchanger

Microsoft Advertising's New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

National Advertising Division Recommends Certain Modifications to Comparative Advertising for Jetty Insurance Agency's "Admitted" Surety Bond Product - PRNewswire
National Advertising Division Recommends Certain Modifications to Comparative Advertising for Jetty Insurance Agency's "Admitted" Surety Bond Product  PRNewswire

The week ahead in advertising and marketing 04/18/2021 - AdAge.com
The week ahead in advertising and marketing 04/18/2021  AdAge.com

How Artists and Advertisers Leverage Eye Gaze - Psychology Today
How Artists and Advertisers Leverage Eye Gaze  Psychology Today

Microsoft Advertising announces Automotive Ads open beta in the US and UK - Search Engine Land
Microsoft Advertising announces Automotive Ads open beta in the US and UK  Search Engine Land

Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border - CNN
Report: Human smugglers increasingly use Facebook to advertise services on the US-Mexico border  CNN

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

Painted advertisements near Main Quad upsets campus community - Daily Illini
Painted advertisements near Main Quad upsets campus community  Daily Illini

Apple Details Ways Advertisers Can Measure the Impact of Ads Without Tracking Users Ahead of iOS 14.5... - MacRumors
Apple Details Ways Advertisers Can Measure the Impact of Ads Without Tracking Users Ahead of iOS 14.5...  MacRumors

Las Vegas Sands launches ad campaign to push for casinos in Texas - The Texas Tribune
Las Vegas Sands launches ad campaign to push for casinos in Texas  The Texas Tribune

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Next-gen advertising firms looks ahead to a post-Covid world - St Pete Catalyst
Next-gen advertising firms looks ahead to a post-Covid world  St Pete Catalyst

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Editorial: The difference between advertisements and editorial content - The State News
Editorial: The difference between advertisements and editorial content  The State News

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative - Forbes
After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative  Forbes

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

Marketers Underuse Ad Experiments. That's a Big Mistake. - Harvard Business Review
Marketers Underuse Ad Experiments. That's a Big Mistake.  Harvard Business Review

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