Practical Resources: Communications by Kris K. Eftmann

Three Irrefutable Ideas to Market Your Business

Idea #1 -- Sell benefits not features. Even better, sell features that appeal to your client's emotions. Here are some examples of feature-based marketing:

We provide excellent services.
We've served the needs of the community for nearly 15 years.

In the end, the client cares about one question: what's in it for me? Even people who insist they logically choose your agency generally do so because it makes them feel better.

Take Away Tasks

Make a list of all the features-large and small-of your services.
Identify the benefit from the customer's perspective for each feature. If you're confused about benefits and features, keep asking, "What's in it for me [the customer]?"
Once you've identified the benefits, you can develop a short list of key messages that become the foundation of your marketing strategy. Boil it down to one particularly succinct statement and you well may have arrived at your proverbial 30-second "elevator speech."

Idea #2 -- Word-of-mouth is your most powerful marketing tool. Consumers today don't like or trust advertising. 93 percent of consumers get their most valuable recommendations from family members, friends and colleagues. Word-of-mouth is free; it feeds on itself and is unlimited.

Take Away Tasks

Recruit cheerleaders, especially "the influentials"
Create short memorable messages
Network
Establish your reputation as an expert
Acknowledge people
Do a good job
Fix what's broken before it breaks you
Be professional. Be personable. Be memorable

Idea #3 -- Consistency is the key to your success. When it comes to marketing, consistency is critical. In terms of both effectiveness and return-on-investment, consistency is the key to success. Remember, customers don't tire of repetition as quickly as your colleagues do. Hearing a consistent message builds customer confidence.

Take Away Tasks

There is no quick fix.
There are professionals who can guide you.
Stumbling out of the starting blocks is not an excuse to abandon your plan.
Remember: good marketing is an investment.

Kris K. Elftmann is President of Noelle Marketing Group, a creative resources firm that produces sales and marketing materials for corporate and non-profit clients. Contact him at krise@noellecor.com