These missing pieces are often overlooked
Companies that put their public relations and marketing efforts on autopilot, or—worse yet—continue to do what they’ve always done, are heading for a disastrous result. Especially now, with an endless slate of “specialists” lining up to take their consulting fees with little to show for it, businesses need to focus on the important aspects of attracting and keeping customers.
Paying attention to the three must-haves in your PR and marketing strategy will help you stay on the path towards business growth:
1. A voice that matches your audience
Do you know your audience? What matters most to them? What “style” of communication are they most comfortable with? Are you YELLING or whispering? Are you using jargon or language that has mass appeal? Are you portraying a character in your messaging that your audience finds objectionable in any way?
If you haven’t developed a “customer profile,” that should be the next step on your to-do list. It’s not just demographic information that you should be assessing. Spend some time thinking through your organization’s main marketing messages and really examine the way they’re presented—the actual style and tone of the messaging. You could be saying the right thing but in the wrong way. If the audience doesn’t resonate with your approach, your message will get lost in the noise.
2. Your value proposition or differentiator
Who cares what you do or what you offer if it’s no different from anyone else? Don’t believe the myth that you have to be exactly like your competitor, only better. Your marketing messages should focus on uniqueness and the boldness of your product or service.
As you consider the value you bring or what makes you different from your competitors, be careful not to fall into the “features vs. benefits” trap. Put more energy into describing how your product/service makes the end-user feel or how it makes their situation better, rather than touting all the bells and whistles.
3. Call to action
A marketing message without a call to action is like an invitation without a date or address. It leaves customers scratching their heads, wondering, “Well, what do I do now?”
This point cannot be overstated: Don’t ever leave your audience without a cue or a next step! Make it easy for them to engage with you. In fact, here’s an example of how it’s done...
Ready to take the next step?
With an economic comeback in progress, don’t get caught flat-footed. Now is the time to start hitting the gas pedal with a strong PR, marketing and communication strategy!
If you’re looking for an “un-agency” – free of the overhead and inefficiency of traditional PR/marketing firms – Prufrock Communications is the perfect fit. We offer hands-on expertise at a fraction of the cost of typical agencies.
Learn more at www.prufrockcommunications.com, or connect with us on your favorite social media platform @PrufrockPR.