The Power in Persuasion
The Combination that Unlocks the Safe
(Part 9)
by Kevin Hogan
Page 2
Make Sure Everyone Is On The Same Page
Consistency or familiarity or brand is not just about using the company letterhead or adding your unique positioning statement to the bottom of your newspaper ads. It's about ensuring that every member of your team -- human players and marketing messages -- is in sync.
Appoint yourself the Regional Director of Certainty, Consistency and Familiarity, and lay down the law as follows:
- Work out how various groups and departments in your company should implement marketing messages in what they do.
- Be Certain that people who understand marketing messages at a spoken level can also write them down (and vice versa).
- Create a communications "manual" that lays down how messages should be interpreted and implemented across all departments who put out company messages.
- Invest in some basic training in business writing skills for ALL employees who will write stuff, even internally -- secretaries, technical people, HR staffers, trainers, sales people, etc
Your Marketing Message Isn't For You
Have you given your message a chance to do its job before you stop or change it? Or did you think, "This is the third time I've sent out this message. How boring. I'm going to change it."
...OK ...well first...most marketing messages are terrible so yours probably is terrible, too, BUT do realize that for people out there in the real world, making a decision based upon 3 exposures is simply not possible.
Don't lose your consistency edge.
Typically the person that grows tired of a repeated marketing message is the marketer! The prospective customer probably won't be nearly so sensitive to the repetition. Don't forget, most consumers need to be contacted as many as 5-10 times before they sit up and take notice.
Different audiences will require different frequencies of messages. Each must be evaluated as to the optimum effectiveness. If a quarterly newsletter isn't working, try switching over to a monthly edition. If your daily email messages aren't yielding results, cut back to twice-a-month and see what happens.
(Caution: Daily could end up like a relationship that is so familiar that it can breed contempt!)
The three most important words in successful marketing are "testing, testing, testing."
Consistency and frequency are just one more component to be evaluated when troubleshooting your marketing efforts.
And that leads us to the next power... 
Continue: Page | 1 | 2 | 3 | 4 | 5 |
Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
Photos appear under license with Stockexpert.
