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Avoid Being Vague


We are bombarded with thousands of marketing messages daily? On television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place. And in order to get heard, we need our marketing messages to be clear and concise.

A vague message is one that isn't easily understood - it doesn't speak to a potential customer or client. To be successful in business, our messages must clearly target a specific audience, explaining to them the features and benefits of our product or service. We need to get the public involved and interested enough to want to have further conversations with us. Only then do we have the entrée for beginning to develop a relationship with them, the first step in the selling process.

How can we ensure that our messages are all that they can be?

1. Define your target market. One of the best ways to create a clear output is to start with clear inputs. When it comes to anything you do for your business, you need to be very clear on your target market. Who do you want to reach with your marketing efforts? Define them as clearly as possible. Are they male or female? What are their ages, their occupations, and their lifestyles? Why would they want to do business with you? The more clear you are about who you want to work with, the more clear you will be when crafting your marketing messages.

2. Market narrowly, but deliver broadly. Your marketing message should be carefully focused to cater specifically to the needs and wants of your target market. One might think you'd be passing up opportunities for more customers or clients. The reality is that more people will be attracted to you if you position yourself as a specialist rather than a generalist. Folks associate a higher degree of expertise with a specialist, and, more than likely, you'll be able to charge premium prices to reflect this marketing position. Once you've gotten their attention you can market many things to them (delivery broadly).

3. Talk about the customer, not yourself. Your marketing message should speak to the prospect, their particular needs and wants. What problems can you solve for the customer? Make a list of the top 10 problems that you solve for others. These should be the substance and focus of every conversation that you have. Avoid talking about yourself. People are interested in what you can do for them - sometimes even more than the specifics of the product or service that you offer. Your prospects needs and your solutions should be the focus of all of your marketing materials.

4. Explain the benefits. Not only should you explain the benefits of your product or service, but you should be able to explain the benefits of working with you. Features are defined as the distinctive characteristics of a product's use or design. A benefit, on the other hand, is how the feature will add value to the prospect's life. Carefully define your features and benefits. At the same time, what are the benefits of working with you? Do you provide 24-hour turnaround? Do you return emails and phone calls promptly? Do you offer a free introductory consultation? Do you provide additional value to your customers - extra reports, information or discounts on future purchases? People buy benefits, not features. What's in it for them? Let them know!

5. Know your products and services. There is a lot to know when it comes to your products and services. The more articulate you are in explaining their features and benefits, the higher your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, the benefits, and the specific client need that is addressed. Word this information in language that prospects can clearly understand - that relates to who they are as a target market. Drafting a simple one-page summary of these details can help you to get clear on what matters most.

6. Keep it simple. The best messages are those that are simply said. People understand simple. The more complex the explanation, the higher the risk you run that you'll "lose them along the way." Again, refer back to the one page summary of your client needs, as well as product or service features and benefits. Provide information that is easy to understand. Don't give more information until the client asks for the information. Always let the prospect guide the conversation.

7. Use a tagline. A tagline is a slogan or phrase that conveys something about a feature or benefit of something you offer. For example, the tagline for Chase Manhattan bank is "The Right Relationship is Everything". This slogan clearly communicates that one of the features of working with them is relationship - not just any relationship - but the right relationship. Another example of a tagline is Alicia Smith: The DISC Ninja. The DISC Ninja implies skill, precision, and performance. What type of tagline can best describe you and your business?

8. Consult your R & D team. To create on-target marketing messages, run them by your friends, family, and colleagues before you release them to the world. Creating your own R & D team is a great way to experiment or to try out your ideas in a low-risk environment. Probably one of the best things to do is to get feedback from your current customers. They can tell you first hand what works and why. Never pass up an opportunity to get feedback, as it will help you to fine-tune your marketing message.

9. Provide clear and clean information. It should go without saying that you should provide clear, easy-to-understand information. This applies to everything from your business card to your website. Make sure you include your complete contact information on everything, including your email signature. Provide FAQ or Frequently Asked Question sections in brochures, on your website or on other marketing materials. Make sure that you make it as easy as possible for people to contact you and to do business with you. If they need to search for how to contact you, they may very well search someone else out. Along with the times and days you do business, include your business, cellular, and fax numbers, as well as your website and email addresses. Include instructions on how to return or receive a refund on an item. Clear and concise is the name of the game.

10. Understand the customer. Prospects, and even your current customers, are focused on one thing and one thing only; what's in it for them. For the most part, they aren't really interested in you or your product or service. They are interested in benefits. How can you solve their pain? How can you resolve their issues? If you keep this in mind, this will help you to create marketing messages that are focused and really hit their mark.

© Copyright 2004 by Alicia Smith

Alicia Smith, a Coach and Trainer whose specialty is helping people Make Money Now. This article is derived from just one of the 26 lessons contained in her audio program, Marketing Marathon Blunders From A - Z. To learn more about that course and her other products and services, please visit http://www.90DayMarketingMarathon.com or http://www.AliciaSmith.com. You can also email her at alicia@aliciasmith.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. January / 17 / 2020

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Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020 - MarTech Advisor
3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020  MarTech Advisor

Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI - Adweek
Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

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Sign spinning isn’t just about advertising, it’s a sport too  WECT

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Inside NoVA
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Inside NoVA

Exhibit features historic Venice advertising from the 1920s - Sarasota Herald-Tribune
Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells - Ladders
Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells  Ladders

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - Yahoo Finance
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  Yahoo Finance

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

YouGov Brand: Chipotle Winning The Advertising War - Benzinga
YouGov Brand: Chipotle Winning The Advertising War  Benzinga

AdTech Roundup: Top Coolest Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

WiCipedia: CES Recap, Salary Reveals & Outdated Advertising - Light Reading
WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

Digital Advertising and Data Privacy Regulation Debate - The National Law Review
Digital Advertising and Data Privacy Regulation Debate  The National Law Review

Forbrukerrådet: New Study’s Conclusion – The Advertising Industry Are Law Breakers On A Massive Scale - Security Boulevard
Forbrukerrådet: New Study’s Conclusion – The Advertising Industry Are Law Breakers On A Massive Scale  Security Boulevard

Opportunity knocks: navigating a route to the golden age of addressable advertising - Videonet
Opportunity knocks: navigating a route to the golden age of addressable advertising  Videonet

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Student-run advertising agency looks to expand - The Appalachian Online
Student-run advertising agency looks to expand  The Appalachian Online

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Whitepaper: A Field Guide to Banishing Bad Advertising - Fast Casual
Whitepaper: A Field Guide to Banishing Bad Advertising  Fast Casual

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

UCLA advertising schemes take advantage of unsuspecting students - Daily Bruin
UCLA advertising schemes take advantage of unsuspecting students  Daily Bruin

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

New Trend Developing? Another Digital Advertising Tax Proposal - JD Supra
New Trend Developing? Another Digital Advertising Tax Proposal  JD Supra

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

Human vs. Machine: In Advertising, We're Both Winning - MarTech Advisor
Human vs. Machine: In Advertising, We're Both Winning  MarTech Advisor

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Michael Bloomberg’s TV ad strategy is kind of working, polls show - Vox.com
Michael Bloomberg’s TV ad strategy is kind of working, polls show  Vox.com

Expansion of the video advertising business of Amazon - Industry Global News 24
Expansion of the video advertising business of Amazon  Industry Global News 24

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024 - Technology Magazine
Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024  Technology Magazine

Nebraska Bill Would Put Sales Tax on Digital Advertising - Bloomberg Tax
Nebraska Bill Would Put Sales Tax on Digital Advertising  Bloomberg Tax

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year  Coeur d'Alene Press

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Report: Online advertising industry is behind illegal collection, indiscriminate use of personal data - YubaNet
Report: Online advertising industry is behind illegal collection, indiscriminate use of personal data  YubaNet

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor - framinghamsource.com
UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor  framinghamsource.com

Essex Police warn the public of false advertising - Local 22/44 News
Essex Police warn the public of false advertising  Local 22/44 News

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Reynolds named regional advertising director for Lee Enterprises Central Illinois - Bloomington Pantagraph
Reynolds named regional advertising director for Lee Enterprises Central Illinois  Bloomington Pantagraph

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

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What advertising can learn from Dharavi  Campaign US

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Greene County School Board Approved Advertising Budget  raccoonvalleyradio.com

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Beer Institute Says Modelo Commercials With Athletes Don't Violate Its Advertising Guidelines - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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FMSI Offering Advertising in 2020 Gold Edition book  The BRAKE Report

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

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YouTube advertisers blindsided by climate change denial videos  The Verge

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The streaming wars aim to kick off a new era in TV advertising  CNBC

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

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36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

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CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

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Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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5 Things Retail Advertisers Should Focus on in 2020  Business 2 Community

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New Subway boss John Chidsey seizes control of ad budget  New York Post

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Celebrities Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

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Rapid TV News - Majority of US advertisers using advanced ad tech solutions  Rapid TV News

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'Ghost signs' offer glimpse into SC's advertising past  Charleston Post Courier

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Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change  Econsultancy

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News Corp Sells Video-Advertising Startup Unruly  Wall Street Journal

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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Spotify Rolls Out Technology Aimed at Helping Podcast Advertisers  Wall Street Journal

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9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

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Facebook backs off plan to plaster ads all over WhatsApp  The Verge

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

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W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

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Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill  The Hill

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life?  Coeur d'Alene Press

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Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

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Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

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Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

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Spotify to Suspend Political Advertising  Wall Street Journal

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Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

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Advertising Market Business Development Strategies 2020-2025 by Major Key Players – Omnicom Group,WPP,Dentsu Inc.,PublicisGroupe,IPG,Havas SA,Focus Media Group – Dagoretti News  Dagoretti News

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Advertising Market Demand & Future Scope Including Top Players  Technology Magazine

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Twitter apologizes for error that allowed advertisers to target neo-Nazis  Engadget

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Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

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In-depth analysis of Native Advertising Software Market 2020-2026 and Understandings Shared in a Detailed Report – StackAdapt, Nativo, Sharethrough, TripleLift, Ligatus, Maximus, Outbrain.com, Nominal Technology, plista, PowerInbox, PowerLinks – Dagoretti News  Dagoretti News

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Florsch: Women drivers serve as advertising objects  Grand Prix 247

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Health officials want beefed up advertising rules amid grim south Auckland childhood obesity outlook  RNZ

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Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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Huge Enlighten in In-app Advertising Market by Advertising Industry in Forecast Years 2020-2027| Amobee, Byyd, Chartboost, Flurry, Google AdMob, InMobi, One by AOL, Tapjoy, and Tune Inc – Dagoretti News  Dagoretti News

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How to Track Offline Conversions in Microsoft Advertising  Search Engine Journal

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BirthdayPak Ranked #1 in Advertising Services by Entrepreneur Magazine for the Second Year in a Row  Franchising.com

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Crown jewel: Marketing company shines in an age of disruption  Business Observer

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Google Upsets Marketers and Advertisers After Its Decision To Phase Out Cross-site Cookies  International Business Times

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FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock  FDA.gov

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What Amazon Advertising Will Look Like in 2020  Adweek

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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