January 28, 2021

What is Your Message to Your Target Market?

An analysis and commentary on The 1-Page Marketing Plan

About the Book:

In The 1-Page Marketing Plan, Allan Dib reveals a marketing implementation strategy to map out your own sophisticated marketing plan and go from zero to marketing hero.

About the Author:

Allan Dib is a passionate entrepreneur, rebellious marketer and technology expert. As a highly sought-after business coach, consultant, and public speaker, he frequently shares his proven strategies and cutting edge tactics with people all over the world.

YOUR MESSAGE GOALS

Advertising is a valuable asset in building sales and customers for your business. It is important that your ad have an objective; if it doesn’t meet that objective or help your company, it has to go. This can be said about your company name and logo as well; ads help build your marketing business. A better practice for your ads instead of selling something directly is to invite customers to indicate their interest. This tactic generates less resistance and adds them to a marketing database that can be tracked and targeted easier. When getting potentials to show their interest you also need to be specific about what you want them to do, e.g. call a number to order, request a sample or report. Vague phrases such as “don’t hesitate to call us” leave too much leeway on what you want your customers to do. Using a Unique Selling Proposition (UPS) is one way to accomplish this. Having a strong UPS should convince your potentials of why they should buy from you and not your competitors. Many businesses use a UPS that guarantees “quality” or “great service”; however, it’s not the best strategy. Customers expect “quality” and “great service” from you already. Your UPS needs to reach people before they buy or feel the need to purchase. There are two defining questions you need to ask yourself and answer: Why should they buy and why should they buy from you? Your answers should be “clear, concise, and quantifiable.”

CRAFTING YOUR MESSAGE

When a customer becomes aware of a product they have roughly three options: buy from you, buy from a competitor, or do nothing. A common misconception about these options is that your competitors pose the biggest threat, when in actuality the propensity to spend is a larger challenge. The question of why they should buy should take priority when crafting your target message. First enticing a consumer to whatever you’re selling, then convincing them that your product is the best. Even if a consumer knows of your product and would choose you over a competitor, if they’re not buying it, it is a net loss. Take the example of Apple versus Samsung phones; through a series of advertisements a customer decides they like Apple products better; however, this consumer won’t need a new phone for another two years, so your message’s energy is lost. Your message in favor of your company should be unique. This can come from many different places such as the way your product is packaged, additional services you offer in conjunction, or the way you sell it. Not only does this set you apart from your competitors, but by having more unique qualities, you may even be able to charge higher prices or promote a different standard of service. By making your product remarkable, you also turn better profits, customers who try your product are more satisfied, and satisfied customers share their experiences generating more customers. It is a self-fulfilling cycle.

YOUR PITCH

A simple way of testing and building an effective UPS is through an activity called the “elevator pitch.” The concept of an elevator pitch is that you can deliver a well-rehearsed, concise summary of your business and its “value proposition” within the span of an elevator ride (30-90 sec.). The focus of a good marketing pitch should be providing a solution to a customer facing a problem. You want to be remembered for satisfying your customer more than you want them to remember an incomprehensible title or line of business.

IN-DEPTH ON YOUR OFFERS

An important question to ask yourself is of all the products and services you offer, which do you have the most confidence in delivering? This will be the most powerful of your products to market. Another way to say this is: what problem are you sure you can solve for your target market? You can look at the underlying satisfactions your consumers gain from your product to help you identify which would be best. Attaching the emotional and underlying benefits of your products as further selling points can help your pitch and delivery.

THE POWER OF WORDS

Using all the information we have gained from looking at what the company provides and what a target market may want, we can now craft our message in the best form. Your offer needs to start with the basic information of knowing what you are going to sell and to who; from there your audience will guide the rest of your decisions. An important audience identifier that should be considered is language, what “jargon” do they use that identifies them with their market group. When you have a really compelling offer, people can become skeptical about potential motive; using their language helps them trust you and the product easier.

PERCEPTION

Selling the features and benefits of your products instead of having a price-centric message entices your audience more. The timing aspects of your product should also be considered when developing a message. People want instant gratification with their purchases. The relief you can provide with your product across any number of goods or services will see higher conversion rates and lower price resistance when following this model.

EMOTION VS. LOGIC

Something important to remember is that people buy with their emotions and justify with logic afterwards. Changing even one word in your headline or message can alter the way it is received by your customers. Here are a few words that have been found most compelling: free, save, results, love, proven, easy, guaranteed.

RESPONSIBILITY

If you ask people why they haven’t had success with something, some common responses are: the economy, government taxes are too high, poor upbringing. None of these responses mention themselves or their own shortcomings. Most people don’t believe they are in the wrong. You should never be blaming your prospects; whenever they give an excuse that derails a sale, you should try to provide a solution.

YOUR NAME

Your name, whether for a company or product, is your first impression and should be carefully thought of. A common problem with names is that they are too vague or “inner circle.” If your name for a company or product needs to be clever, simplicity is often better.

HIGHLIGHTS:

• Your message is the most important part of your ad. Crafting something clear, concise, and targeted will have the best results.
• Understanding your target market physically and mentally will help appeal to them and account for questions or concerns they may have.
• Appeal to your customers' emotions, not logic; people buy with their feelings and then rationalize second.
• Your words and language can either help or hinder you; be selective and decisive about how you write anything that pertains to your business name, product, or message.

REFERENCES:

The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd by Allan Dib