Does
Your Marketing Pass The 10-step Test?
by Debbie
LaChusa
Good
marketing, whether in the form of an ad, a promotion, or a
guerilla strategy, meets certain criteria. That's what makes
it good. The following checklist will help you determine if
your marketing passes the test. I challenge you to evaluate
one of your recent ads, promotions or other marketing activities
to see how it measures up.
1.
Does it focus on the solution or benefit you provide?
Too
often ads simply list product or service features. Don't make
your prospects work that hard to figure out how your product
or service can help them. Tell them straight out.
2.
Does it have one, clear message?
What's
the one message you want to communicate? Make sure it's not
buried in too much information or it may not get across.
3.
Is it focused on one, specific group of prospects?
Do
you know who you are talking (and marketing) to? Make sure
your marketing is targeted at one, specific group of prospects
- it's the only way to make sure you are addressing their
needs.
4.
Is it written in language these prospects can relate to?
If
you want your message to resonate with your prospects, make
sure it speaks to them, both in content and in the tone and
language you use.
5.
Does it feature your Unique Selling Proposition?
This
is the ONE thing that sets you apart from every other product
or service your prospect could possibly buy to fulfill the
same need. It better come across loud and clear in everything
you do
6.
Does it have one, compelling point of focus?
Ever
see an ad with so many things in it you didn't know where
to look first? Your prospects won't know either if you try
to cram too much into your ads or promotional materials.
7.
Does it accurately communicate your business' personality?
Yes,
your business has a personality and everything you do should
reflect it. You want your prospects to feel like they "know"
you. If you change your personality every week, they won't
come to know and trust you.
8.
Does it give prospects more than one reason to respond?
Not
everyone is ready to buy, or take the one, primary action
you want them to take. Make sure you give them another reason
to respond, or they are simply a lost lead.
9.
Does it give prospects more than one way to respond?
Make
it easy and convenient for prospects to take action. What
if you only offer an email or web site address and someone
doesn't have computer access, or they're away from their office
but they want more information right now?
10.
Do you have a specific objective for the marketing?
If
you don't know what your marketing is designed to achieve,
then how will you know if it was successful? Always have a
plan and an objective for everything you do.
(C) Copyright 2006 Debbie LaChusa
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About the author
Debbie
LaChusa created The
10stepmarketing System to make marketing your own business
as simple as answering 10 questions. Learn more about this
unique, step-by-step system and get
a free 10-step Marketing E-Course when you subscribe to
the free, weekly 10stepmarketing
Ezine
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