Business Tips From SCORE: What Seth Godin Knows About Marketing Communications

Business Tips From SCORE: What Seth Godin Knows About Marketing Communications

Advertising, sales promotion, and public relations are the three pillars of small business marketing communications. Seth Godin is one of the industry's leading marketing gurus. Post your “Marketing Idea of ​​the Day” on LinkedIn regularly. He recently shared some tips, tricks, and tricks that all small business owners can use.

1. Do not interrupt, start a conversation. When you communicate with an advertisement or sales promotion, your goal is to start a conversation. Your copy should make the viewer say, "Tell me more." The answer leads to more questions that create an opportunity to sell the company's products or services.

2. Stout broken, not safe. Buyers choose products and services not only by price, quality, availability or reliability, but also by variety. Product promotional copy should focus on what makes the offering unique from competing products or services.

3. Introducing the client. The focus of a good advertisement is not on the products or services and features offered, but on the benefits to the buyer. The copy must be addressed to the purchaser. When focusing on the customer, the focus is on the value proposition: what needs, wants or needs are presented and then met. Focus on the benefits, not the features.

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4. Show, don't just tell. We all know pictures are worth 1,000 words, so use pictures to tell a story supported by text. Most people get tired of reading before they get to the end of the letter. Keep it short and focus on images that reinforce the words.

5. Ads must be great. The average adult receives more than 1,500 marketing messages per day. Today's communication channels are busy and crowded, so messages must attract the attention of the audience and then be remembered.

6. Tell a story. What is the historical difference? It's easy to remember. reasonable in design. It has a beginning, a middle and an end. It creates an image in the mind of the reader. The message is a memorable story, and the audience can be saved for the next step in that story: buying. The viewer becomes a leader who can lead to a sale.

7. Keep it simple. When messages are complex, they lack memory. Most people buy when they are interested, not just when advertisers are showing their stories. When the message is simple, when it tells a story and emphasizes the benefits to the buyer, there is an opportunity to promote continued purchase. When complex, the coveted “call-to-action” in the message is more likely to get lost.

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8. Create a clan, not a customer. The purpose of advertising is to create not just customers, but loyal followers and possibly a tribe of brand fanatics. Effective advertisers create loyal customers who not only buy, but also recommend others to buy.

9. Don't try to sell, try to connect. A sale occurs after buyers know the brand and understand and trust the advertiser's value. If you try to close the sales cycle too early, your efforts will backfire because the buyer is not yet ready to "try" the offer. It is important to be patient in the process of achieving the goal: sales.

10. Advertising and sales promotion, like all small business operations, requires planning and forethought. What is the purpose? How do you measure it? How do you improve your promotional marketing strategy each time you implement it?

Contributed by Mark L. Goldberg, Certified Guide, SCORE Cape Cod and Islands. Contact us at www.score.org/capecod, capecodscore@scorevolunteer.org, or 508-740-4820 for a free, no-obligation consultation. Source: Seth Godin, blog, LinkedIn

Want to learn more about the growth and development of Cape Cod, ask questions about local business trends, and share tips and photos? Join what's going on in the Cape Cod Facebook group at https://www.facebook.com/groups/whatsgoingthereoncapecod .

This article first appeared in the Cape Cod Times: Advertising, Sales Promotion, and PR Advice.

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