Author : Debbie LaChusa
Years ago I was watching a documentary on advertising.
The creative director of a major agency was being
interviewed about what makes a successful advertisement.Halfway through the interview he pulled out three
tennis balls and demonstrated something that still
sticks with me today.He was talking about the most powerful way to make
sure your marketing message gets through to your
intended audience.First, to demonstrate what most marketing does, he
threw all three tennis balls at the interviewer.
The interviewer tried to catch the balls, but as
you can imagine, he missed them all.They repeated the exercise and the second time he
caught one ball.He then went on to explain that this is what many
marketers do.They cram their websites and brochures and ads and
elevator pitches with tons of information about their
business, product or service and they expect their
audience to "get it."This is the equivalent of throwing a bunch of tennis
balls at your audience.What happens?You're lucky if the audience walks away with anything.
Much less the one key thing you want them to know
about you.Back to the tennis ball demonstration.Next, the creative director tossed just one tennis
ball to the interviewer.Guess what happened? Yep, he caught it, easily.Same thing happens with your marketing. If you focus your marketing on one key message you
can be sure your audience is going to "catch" it.This puts you in control of your marketing. And it
makes your marketing much more effective.But it does take some work upfront because you have
to decide what that one key piece of information is.You've got to know what to say in order to persuade
your audience to take the next step you want them
to take.You've also got to know your audience and do some
other homework so you can determine what that key
message is.It's not hard.But it is one very important step you must take
in order to be an effective marketer.(C) Copyright 2006 Debbie LaChusaDebbie LaChusa created The 10stepmarketing System to make marketing your own business as simple as answering 10 questions. Learn more about this unique, step-by-step system and get a free 10-week Marketing E-Course when you subscribe to the free, weekly 10stepmarketing Ezine at http://www.10stepmarketing.com
Keyword : small business marketing, marketing plan, marketing message,
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