Newsflash… “We” are “They”! Ever wonder who ‘they’ are? Guess what… we are! Genius I know. No no… no thanks are necessary. This is a big secret revealed. Think about it. You hear all the time “They said this and they said that”… and then when it’s not what we want to hear or see or do, we ask who ‘they’ are. Well, wonder no more! So when evoking your marketing prowess for your company or another client, make sure ‘they’ get it. I’ve got a few more secrets for ya…
In the ever increasing competitive market place we are in, it is less about your successes and now about being a person of value… So… What is your marketing net worth? If you understand anything else in this post, definitely get that point. And in the famous words of Oprah Winfrey…. SECREEEEETTTT!!!
I recently attended an AMA lunch meeting that featured 2 attorneys that specialize in Trademarking and patents Law. Let me tell ya it was an eye opening experience. The thoughts that come to mind when you hear this is the lunch meeting you are attending brings in the yawns and need for more coffee right? Well, in some respects you could say that, but overall, you have to understand a little deeper the intent behind knowing some of the facts as it relates to your brand, your customers brand and what message you want to communicate as it relates to that brand. As Marketers, it’s more important than ever, especially in light of how fast information travels with social media and the internet. Bottom line: PROTECT YOUR BRAND! Either by promoting who you are through the logo, or tag statement. And then make sure everyone knows it and it’s properly protected. Don’t just assume that because you designed it or wrote it, and it’s unique, that no one could use or steal it. Happens all the time, and without protection, you are vulnerable. This little secret could potentially save you or cost you everything! For example, when asking for a tissue, how many have asked for a Kleenex? Or heard someone else do that? Now, name recognition has protected this brand so there is no significant loss or damage to its ability to be profitable. That’s not likely to happen to you unless you are as big as their brand. But even so, how does that one mindset on what you are asking for change if you are not Kleenex, and someone is asking for one but pulls out Puffs instead? Think about that one…
I’m also a partner in a local, now regional BBQ sauce and competition company, and we routinely teach cooking classes (www.smokinfoods.com) . In our classes we teach basics and advance basics of BBQ and culinary Smoke and Grilling, but there are some ‘secrets’ that can help make what they do already even better, or easier in some cases. But we say Consistency is always key, and it’s your next best secret! Always keep it classy, but be consistent in your message as it relates to your business plan, identity, and direction of your company or client’s company.
And to that end, I will begin a series that gives the behind the scenes secrets to being a ‘smarter’ marketer. No matter what business channel you are in.
Marketing Secret #1
YOU MUST HAVE A BETTER CALL TO ACTION!
One of the most important elements in any marketing materials, from a print piece or email campaign, is a strong solid call to action. If you don’t have one you are not telling your customer or prospect what next steps they need to take, and there is no sense of urgency that creates impact. Without that impact you’ll see little or no return on your marketing investment (ROMI). I’m taking a page straight from industry expert, Tara Horner of Marketing Profs. She has given 6 ingredients to composing a successful call to action. In my next post I will reveal those secret ingredients that will help you shape a better call to action. Time to be a meaningful specific (working smarter), and not a wandering generality (working harder). Let’s make it personal!
I recently attended an AMA lunch meeting that featured 2 attorneys that specialize in Trademarking and patents Law. Let me tell ya it was an eye opening experience. The thoughts that come to mind when you hear this is the lunch meeting you are attending brings in the yawns and need for more coffee right? Well, in some respects you could say that, but overall, you have to understand a little deeper the intent behind knowing some of the facts as it relates to your brand, your customers brand and what message you want to communicate as it relates to that brand. As Marketers, it’s more important than ever, especially in light of how fast information travels with social media and the internet. Bottom line: PROTECT YOUR BRAND! Either by promoting who you are through the logo, or tag statement. And then make sure everyone knows it and it’s properly protected. Don’t just assume that because you designed it or wrote it, and it’s unique, that no one could use or steal it. Happens all the time, and without protection, you are vulnerable. This little secret could potentially save you or cost you everything! For example, when asking for a tissue, how many have asked for a Kleenex? Or heard someone else do that? Now, name recognition has protected this brand so there is no significant loss or damage to its ability to be profitable. That’s not likely to happen to you unless you are as big as their brand. But even so, how does that one mindset on what you are asking for change if you are not Kleenex, and someone is asking for one but pulls out Puffs instead? Think about that one…
I’m also a partner in a local, now regional BBQ sauce and competition company, and we routinely teach cooking classes (www.smokinfoods.com) . In our classes we teach basics and advance basics of BBQ and culinary Smoke and Grilling, but there are some ‘secrets’ that can help make what they do already even better, or easier in some cases. But we say Consistency is always key, and it’s your next best secret! Always keep it classy, but be consistent in your message as it relates to your business plan, identity, and direction of your company or client’s company.
And to that end, I will begin a series that gives the behind the scenes secrets to being a ‘smarter’ marketer. No matter what business channel you are in.
Marketing Secret #1
YOU MUST HAVE A BETTER CALL TO ACTION!
One of the most important elements in any marketing materials, from a print piece or email campaign, is a strong solid call to action. If you don’t have one you are not telling your customer or prospect what next steps they need to take, and there is no sense of urgency that creates impact. Without that impact you’ll see little or no return on your marketing investment (ROMI). I’m taking a page straight from industry expert, Tara Horner of Marketing Profs. She has given 6 ingredients to composing a successful call to action. In my next post I will reveal those secret ingredients that will help you shape a better call to action. Time to be a meaningful specific (working smarter), and not a wandering generality (working harder). Let’s make it personal!