Archive for February, 2009

This week I read two articles that offered marketing tips that made sense. One suggested that short, clever messages lack the substance that an audience needs to make a decision. And one suggested that detailed, substance filled messages may be enlightening, but they won’t leave behind that memorable impression that wins hearts (and sales, of course).  Obviously, the experts disagree.

I’m not an expert, but I’m happy to put forth my own opinion. I think they may both be right – and wrong. What’s clear to me is that both articles missed a key point in their arguments. Marketing isn’t about the message alone – it’s about the audience.

After all, while Alice was wondering around Wonderland, she didn’t require a paragraph on features and benefits or a pithy phrase that stayed top of mind – she had a dilemna that needed solving and a sign next to a bottle that said “Drink me.” Voila!

Are your messages well-suited to your prospects?

With today’s economy, everyone is looking for the right formula for finding prospects and earning new business. How did your last new prospect find you? It may seem like a simple question, but if you don’t ask it, you are missing a great opportunity.  Whether it’s through word of mouth, advertising, direct mail, the phone book or just passing by, the answer can help allocate your marketing dollars for greatest effect.