The Two Most Important Marketing Elements That Must Be Simplified — Message and Process
There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.”
This 100% applies to how I view and approach marketing, and more specifically your marketing messages. Confusion breeds caution and caution breeds no sale. No matter how complex your products or services are you must find a way to communicate them in very simple terms.
When we are engaged in helping a client develop or refresh their marketing strategy there are two very important elements that must be simplified — message and process.
Your messaging should promise to solve a problem that clients care about. A key part of this understanding “why clients buy from you or hire you” and that starts by asking them. Take five to ten of your ideal clients that are profitable and already refer you. Get on the phone and interview them. You want to ask them, “Why did you hire us, what does good service look like, what do we do that others don’t, and tell me about a time when we provided good service.”
That’s when you’ll start hearing things like, “you return our phone calls very quickly, you help us look at problems in a different way, your repair times are faster not just response times or you talk in plain English, not industry jargon.” That doesn’t sound like something that would be a great marketing message, but clearly, it is.
Your process should be simple, clear, repeatable, and visual. By process I mean, how someone gets the results or experience they were promised from purchasing your product, service, or engagement. For some owners and CEOs of small businesses, it may be an actual mappable set of steps that’s an explanation of “how you work”. For others, a diagram of success might help tell the story.
Here’s the diagram I use to demonstrate the components of an Indispensable Marketing Strategy Engagement. https://lnkd.in/eEAinxs
