It is so common for businesses to get bogged down in marketing strategies to the point they over complicate something that is actually really simple. The entire idea of marketing is to communicate to your customers.
That’s it. Nothing more. Nothing less. However, depending on what you say and how you say it will ultimately determine the success of your business.
The message that business owners and CEOs should be communicating to their customers is the emotional outcome of their product or service. But most people fail as they market the features or the price.
Let’s look at the masters of marketing, Apple. Apple first launched an iPod that impressive features. The original iPod had 5 GB hard drive, could play songs in MP3 format, a high output amplifier (60-mW), a FireWire port, a 3.5mm headphone jack all held together in a stainless steel case.
Or as Apple put it. 1000 songs in your pocket. Wow! What a difference that makes. That is so much more emotive then listing features. I’m now thinking about the 1000 songs I can add to my device and when I can enjoy listening to them.
You see as soon as you start marketing features you are turning your product or services into a commodity. Something that will be bought and sold primarily on price. Just by listing feature a consumer could have written them down and went to a competitor to drive a cheaper price. But Apple were able to capture the emotion and imagination of people.
The first step in effective marketing is writing down all the feels and emotions that a customer gets when they make a purchase. Own a coffee shop and think you’re in the business of selling coffees? Think again.
Coffee is very intimate and personal. You never hear people say ‘Hey let’s catch up over a water.’ Coffee creates moments between friends and families. Even people who have to have a coffee in the morning to function right.
It’s very personal. What sign do you connect with more? Large coffees only $4 or ‘A yawn is a silent scream for coffee’.
So now that you have your message that you want to share with customers you need to be consistent. At every touch point you need to deliver the same message.
Whether it’s ads on Facebook, flyers in a shop or even the dress code at work your message needs to be emotional and consistent.