This blog is about, YOU
Marketing is about convincing the prospects that you have something they want. So it should be personal to them as possible. I.E. You should try to look at the situation from their perspective - agreed? So here is a little test you can try out.
The next time you look at some marketing material, your own or something you have received try this. Count the number of times the words “I” and “You” plus their derivatives are used. So “I”, “we”, “our company”, “name of product” etc are all “I” words and “you”, “your”, etc are all “you” words.
Then divide the number of “You” words by the number of “I” words and you get a “caring index”. Less than 1 means the author has just spoken mostly about themselves, their company or their product. Above 2 means they are looking at matters from the clients perspective. Simple and easy to do - right?
You can do this with your own marketing material, your own public speeches or even listen to your staff on the phone. The higher value you get on the “caring index” means the better job you are doing at getting into the prospects shoes. Try it out and see what result you get, you will learn a lot from actually paying attention to what is happening.
Next look at what you competitors are doing. Surf their WebPages, do some mystery shopping, scan the trade press. See who gets the best “caring index”. Now you have a target to beat and we all love competitions! As long as you can make your marketing material better than everybody else’s you will get the lion’s share of whatever business is out there.
For help and assistance with this or for any of your marketing needs, please give me a call. I’m very happy to discuss how we could help you further.
Best wishes
Mike Spratt
www.rapidbusinessgrowth.ie
Phone: +353 1 491 3328
November 14th, 2008 at 9:25 pm
This blog is about, YOU…
This great short article is about getting prospects to hear your message!…
December 9th, 2008 at 9:20 pm
Thanks for post. Nice to see such good ideas.