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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 [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Ahead of IPO, Reddit blends advertising into user posts  The Register

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Thanks to generative AI, advertising's business models will be reinvented  Fast Company

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

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Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

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Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

National columnist examines CFPB reverse mortgage advertising data - HousingWire
National columnist examines CFPB reverse mortgage advertising data  HousingWire

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

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Advertising Sales Representative (Fargo)  KVLY

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

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Advertising Could Gobble Up The Grocery Business  AdExchanger

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

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Learning from the (Advertising) Pros | BU Today  Boston University

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

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National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

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Advertising salary guide—why design jobs are in demand  Ad Age

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Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

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Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

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Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

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3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

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Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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GenAI in Advertising  EMARKETER

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

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Supreme Court issues notice to Ramdev in Patanjali advertising case  The Hindu

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A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

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A weary advertising spend canary in a slow start to the year  AdNews

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Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

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Why I won't apologise for working in advertising  Creative Review

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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MFE rises over 5% on strong Q1 advertising forecast  TradingView

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Microsoft shows another Bing popup advertisement to Windows users  Ghacks

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

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Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

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Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

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Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

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US oil production hits record levels under Biden  Vox.com

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Columbia man found guilty after advertising drugs on social media  WIS News 10

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Hispanic Hair Care Campaigns  Trend Hunter

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

Advertise - exploreClarion
Advertise  exploreClarion

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DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

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The Pilot Announce Exciting Updates for Supporters, Readers and Advertisers  PenBayPilot.com

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‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

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TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

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MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

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Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

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Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

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Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

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FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

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CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

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Pawsitive awareness: The rise of the pet parents  ETBrandEquity

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

New Zealand government restructures advertising accounts with tender - AdNews
New Zealand government restructures advertising accounts with tender  AdNews

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

The role of CMO in driving success for CXOs - ETBrandEquity
The role of CMO in driving success for CXOs  ETBrandEquity

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

Storyboard18 - Storyboard18
Storyboard18  Storyboard18

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Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

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Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

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Bill to tax advertising would hurt main street Nebraska businesses • Nebraska Examiner  Nebraska Examiner

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The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

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