Making marketing work effectively and work cost effectively is quite a task. Marketing can be an expensive item to any company’s overheads and needs to be conducted in a manner that creates income not deficits.
Firstly Prospects. What does a new prospect see or hear the first time he comes in contact with your a company. It maybe via a website, a sales letter, an email, a flyer, a friend or colleague, an advert, a telephone call or a representative of the company.
Do all these routes define a clear message of who you are, why you are so different to others in the same industry, what you sell specifically and the major benefits to your buyer. Many messages are built by designers, many are confusing and if taken to a stranger and their opinion requested, one may find that all is not clear to anyone outside your own marketing section.
The old term of “Elevator Pitch” is probably thought of as outdated but I believe it is even more important today amidst the numerous calls for the buyer’s attention. Imagine yourself in front of 10 people and you have 15 seconds to convince them of why they need your product and what benefits it will bring them. The pitch needs to be factual and interesting to ensure a reaction of any kind, otherwise it has been boring and bland and they will walk away.
That “elevator Pitch” needs to be transposed onto every form of marketing you do.