Archive for October, 2009
Broaden your bank account by narrowing your marketing message
By Mike Lake
It’s one of the most unintuitive things to do in marketing, and one that’s seldom done well. Most business try to be something to everyone. Acme Electronics: “TVs, computers, appliances, lighting, and a whole lot more”. Most small businesses think that the wider their message, the more customers will buy from them. But look at Acme Electronics. What’s their message? It could be, “We sell lots of stuff related to electricity.” Not very powerful is it?
What could they possible use as a compelling headline to an ad or for the banner of their web site? A company like this would probably rely on the old, “20% off this weekend only.” Now they’re a commodity that no one remembers except for a minute or two while they read the ad. But nothing sticks to the mind of their audience, and nothing differentiates them from every other store with a discount message.
Take a look at your web site, or better yet, have someone outside your business look at your web site. Ask them what stands out as your specialty. If they say something like “You sell cars.” or “You sell hot tubs.”, you’re too broad. Ask them to review your latest ad.
You can sell a wide variety of things or offer a wide variety of services. We’re talking about a focus on your message. Consider Zappos.com. They started out
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