Jim Murray

2 years ago ·

Post by Jim
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Smart Marketing For Small Business #5

Smart Marketing For Small Business #5

The Two Most Important Things About Your Company's Messaging (#5 in a series on Smart Marketing for Small Business) One of the most effective ways to make sure your company’s mes- sage 1s getting through 1s being able to speak to your prospects in a consistent voice From the content on your web site to the copy in your trade ads. sales letters and collateral materal to any media or digital adver- sing you may do, the tone and manner of your communication is something you want to be sure 1s coming across in a consistent, informative and persuasive way. Alot of companies underestimate the power of consistency in their communications. In fact, many companies ignore the notion altogether This 1s mainly because they lack the basic understanding that the tone and manner of their communications are the main elements that define the character of their brand or their company And that companies. like people. are judged by the quality of their character Left Brain and Right Brain Functions. While the benefit and support for the product or service work on the analytical side of the prospects brain, the brand character. or tone and manner, work on the emotional side. helping to paint a pic- ture of the company as an entity they want to do business with that they would trust that would also do the best for them The art of persuasion 1s one in which the analytical and emotional sides of the communication work together. so the prospect takes away the facts about the product or service and. equally as impor- tantly. a good feeling about it Because a lot of this engagement happens subconsciously in the prospect's brain, the writer must be very careful in how he chooses to phrase his messages. Inconsistency breeds confusion and the min ute the prospect becomes confused by mixed signals they are being sent. you can lose them The Power Of A Consistent ‘Voice’ Should Never Be Underestimated. Consistency and character in communications are always beneficial improvements to a company’s image. Many communication writers tend to concern themselves mainly with the development of big ideas that will attract attention to the company they are promoting And this 1s fine. But attracung the prospect's attention 1s no guarantee of a sale. Because if they be- come attracted. they are going to want more information before making therr decision And how persuasively this information 1s communxated to them 1s critical
#Small Business #mes- #Smart Marketing #Smart #Messaging
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