You Place Your Bet on The Market for “So What?” Test
December 7th, 2008 by admin
You want a better marketing of today?
For many businesses, services, marketing can be a real mystery. We do not really know how it works. We are not really what is best for us. And probably because of some disappointments of the past, do not know yet where they start.
Most seem to at least an idea of what is in the marketing … a website, Yellow Pages advertising, brochures, direct mail, networking, seminars, fairs, etc.
But if all this is what is not enough for customers to win?
I’m sure you have tried one or more of these things, at least to some extent. And I’m sure this has some success, at least occasionally. But are you capable of working continuously for your company?
If not, what could be the problem?
First, based on a definition of marketing. Here is my favorite for small business services:
“Marketing is the application of strategies, a constant high quality services to your company.” Easy to understand and to speak directly with the results we want.
OK, it’s not back to us what we already on Marketing … a website, the Yellow Pages advertising, networking, etc.? Now you can, but first it is important to understand why your marketing efforts are not producing consistent results.
Turn off your ad and hardware for the “Why?” Test.
Start with your basic marketing message. Take most commonly used tool for marketing and aloud. The “So What?” Test.
After reading your audience reacts according … “While ?”… “Why me ?”… or “What’s in it for me?” If your ad does not tell the audience what they offer solutions to their problems and solve their problems and challenges, and how it relates to the benefits for their services, and then a “so what?” The answer is exactly what you might expect.
For messages and documents, which is who you are and the history of your company and the services they offer and why you are qualified for these services and work in partnership with its customers to reach agreement, and therefore is probably not so what? “Test.
Challenge all their marketing materials. Remember, the audience is what counts. What about this? Why care?
Listen, if your marketing generates a constant quality, everything you can, do not change, whatever. But if you do not quite understand, as a constant leads for your company of services, then you need to challenge the marketing of your tools of the “so what?” Testing.
Try these ideas:
* Challenge for all of your marketing tools that are not designed to constantly generate opportunities for your business - even those who have in the past. Could you improve the message and get better performance? The “So What?” Test.
* Try the X and O of the competition (especially with the last letter he has written). Mark with an X in each room marketing mentions your name, the name of the company or the words “I” or “me”. Or, and every time you have the names of positions, the corporate name or the word “you” or “your”. If more than the XO, rewritten, before using it again.
* Try a group of people you can trust for honest information. They are not only the search for evidence for readers, but the people you an honest opinion to know whether your hardware for the transition from the “so what?” Test.
* Be prepared for some negative comments, but above all be ready to do something.
* Do not accept opinions, but try to get an answer to be realistic. For example: “I believe that it is too verbose and details.” (Opinion) and “I’m lost and with the degree of detail in this part.” (Reply)
* Do not forget that the audience is what counts. If this is not clear that the message is for which he received, then how can you the “so what?” Testing.
- No Comments »
- Posted in Market Scenario, Marketing Strategies, Tips