Synopsis
Your promotional investments must directly relate to what the target customer most values, not what you do. What you have to say has to relate to what your target customer needs to hear about your business, or you should redirect the money you spend on promoting your business because you have nothing compelling to say.
Promotion is defined as the advancement of a product or service through publicity (earned media) and advertising (paid media) to promote the sale of a commercial product or service. To communicate a clear, concise, and compelling promotional message, you must be able to answer the following questions:
Advertising and publicity campaigns fail because businesses communicate the wrong message, or they communicate it to the wrong audience, or they use the wrong medium, or they fail to combine the words and graphics of the message in a way that entertains, engages, and informs.
The best way to both get your message right and to communicate it in a way that it gets picked up on is to know who is the best target for your message. When your target customer will most likely be open to your message, and where is the most-effective medium to communicate your information. Lastly, you need to identify why your target customer should be interested in your message.
The success of your promotional investments is powered by how well your messaging represents what is most important for your target customer to learn about your business. If you fail to communicate how you can help your target customer solve a problem, they aren’t likely to read your message or retain the information. If they don’t retain your message, the only sales you will make will be “impulse sales” because your promotions will have no staying power.
By itself, promotion is not very useful. It must be directly related to what the target customer most values. It’s best to base your promotions on what is new or different about your business. It has to be significant enough for you to spend money communicating a focused message to your customers, or you should redirect the money you spend on promoting your business because you have nothing compelling to say.
Would you like to know how well your promotions are performing?
Your promotions are either resonating with your target customers, or they aren’t. Click here to confirm how well your promotions are connecting. Within thirty-six hours of receipt of your P&L Statement for the last four years and your sales by customer by year, you will receive back by email your free analysis of how much you are losing by not having the right promotional messaging.
Would you like to know what your customers value?
Your promotions are either resonating with your target customers, or they aren't. Click the link below to confirm how well your promotions are connecting. Within thirty-six hours of receipt of your P&L Statement for the last four years and your sales by customer by year, you will receive back by email your free analysis of how much you are losing by not having the right promotional messaging.
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