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Does your marketing pass this 10 point test?
Good marketing, whatever its form, always meets certain criteria. That's what makes it good. I challenge you to evaluate one of your recent ads, promotions, or other marketing activities to see how it compares.
1. Are you focused on the solution or the benefit it provides?
Don't make your prospects work so hard to figure out how your product or service can help them. Tell them directly.
2. Do you have a clear message?
What is the only message you want to communicate? Make sure you are not buried in too much information or it may not get passed on.
3. Are you targeting a specific group of prospects?
Do you know who you are talking to (and marketing) to? Make sure your marketing is targeting a specific group of prospects; it's the only way to make sure it's addressing your needs.
4. Is it written in a language that these prospects can relate to?
If you want your message to resonate with your prospects, make sure it speaks
5. Does your unique selling proposition include?
This is the ONLY thing that sets it apart from any other product or service your prospect might buy to meet the same need. You better be heard loud and clear in everything you do
6. Do you have a compelling point of focus?
Have you ever seen an ad with so much stuff that you didn't know where to look first?
7. Do you accurately communicate the personality of your company?
Yes, your company has personality and everything you do should reflect it. If you change your personality every week, they will not get to know you or trust you.
8. Do you give prospects more than one reason to respond?
Not everyone is ready to buy or take the main action you want them to take. Be sure to give them another reason to respond, or they will just be a lost clue.
9. Do you offer prospects more than one way to respond?
Make it easy and convenient for potential customers to take action. What if you just offer an email address or website and someone doesn't have access to a computer, or is out of your office but wants more information right now?
10. Do you have a specific objective for marketing?
If you don't know what your marketing is designed for, how will you know if it was successful? Always have a plan and a goal for everything you do.