I believe in truth in advertising. And, the truth is; most advertising and promotion is a waste of money.
Now, don’t get me wrong. I’m not suggesting that you stop investing in advertising and promotion. I’m just saying that the ads, social media activity, mailings, web sites, brochures, and other promotional materials most organizations put out will never provide a decent return on the investment.
They don’t work for any number of reasons. But usually, the problem falls into one of five categories;
1. No Clear Plan – The business or practice is operating without a written marketing plan. So, their efforts are unsystematic, often spur-of-the-moment decisions resulting in disjointed and inconsistent messaging. Take time to schedule your whole year of activity. (Now is an excellent time to get organized for 2015).
Look at your product line and when each item is likely to sell. Plan to promote each item in the weeks leading up to their peak selling season. Schedule seasonally-appropriate promotions. And identify what media are going to be the most effective for you. If you have to buy space, get it nailed down well in advance. Create your messages well ahead of time so you’re not scrambling to get something out when deadlines come up.
2. Weak Brand Identity – They have failed to position themselves in the market place. Their prospective buyers don’t see them as any different from the thousands of other organizations that sell the same or similar products and services.
Why should I buy from you? I can buy pretty much everything you sell somewhere else, probably at a lower price than you can sell it for. What makes you so special?
People like to buy from brands that are familiar and trusted. You get that way by being consistent and relentless with your brand promise. Something about you has to be different, or you’re just another of the thousands of sellers-of-travel I could buy from. From the buyer’s perspective, if everyone looks the same, price will be the deciding factor. So you’d better stand out from the crowd.
Here’s a little exercise to help you differentiate yourself in a crowded market. Finish this sentence: I am the only one who __________. For me, I’m the only speaker who shares the simple, doable…effective strategies and tactics that made my four books so popular. What do you do/have that nobody else does?
3. Weak Messages – The words and images in their marketing communications don’t address the prospective buyers’ wants and needs effectively. Most marketers talk about themselves. They’ll tell you about their experience, affiliations and qualifications. Read the copy on your web site. How many sentences start with ‘I’ or ‘We?’ Can you turn them around and start with the word ‘You’ (meaning you, Mr or Ms prospect)? Your experience can be ‘I’ve been in the travel business for 25 years.’ Or, it can be ‘You’ll enjoy the advantage of working with a 25-year travel industry veteran.’ See the difference?
Remember, they don’t care about you. They care about themselves. Write about them and what’s going to be better about their life if they work with you.
4. Confusing Graphic Design – The reader is drawn out of the message by awkwardly-placed graphics, photos and text. Half of the web sites I visit are like the main gate to a carnival. So many different graphics (maybe even motion or sound) competing for my attention, I don’t know where to go first. Confuse your prospect, and they’ll quickly go elsewhere.
Keep it simple. People read top to bottom, left to right…unless they are distracted out of that pattern by some gaudy graphic. Before you post anything, give some thought to the sequence in which you want them to read the message. In marketing, we want to start by getting their attention (something about THEM, starting in the boldest print at the top of the page). Then we want to promise a benefit. Tell them how their life is going to be better after they work with you. Prove you can deliver – now they want to know what that CTC or CTA after your name means. Tell them how many times you’ve been to the destination yourself. This is also time to give included features. Then invite them to take the next step. Make it fast, easy, and FREE. ‘Download the free video tour.’ ‘Sign up for my free ezine.’ Do something to motivate them to respond. Then make sure it’s easy to do so: ‘Click here to register.’ ‘Use the enclosed postage-paid post card.’ ‘Call toll-free.’
Make sure your graphic design takes them by the hand and walks them through the message in sequence. Bold headline (or great photo), slightly smaller subhead, bullet points, then a bold call to action.
Clear, simple, easy-to-read, and always directing the eye through your message in sequence.
5. Audience – The organization spends too much money talking to people who will never buy. You want to zero in on high-probability prospects and reach them frequently. Part of the plan I implored you to write in step one has to be who your target customer is. No, it’s not ‘anyone with a credit card.’ The more specifically you can describe your target customer, the more successful you’ll be.
Once you know exactly who you’re talking to (age, marital status, income level, level of education, travel experience level, hobbies, etc.) you will write only about things you know will appeal to them. You’ll write in terms of benefits specific to them. Your product line will be designed just for them. You’ll place your messages where you know they hang out. They might be Facebook people, or they might all read your local newspaper. The key is to know who they are and where they are most likely to see your message.
It all starts with that plan. Back when I worked for a travel agency franchise company, we saw clearly that the franchises who wrote and followed a business plan were much more likely to be profitable than those who didn’t. It’s a pain. It’s tedious. It’s hard work. But it doesn’t take all that long, and it will save you countless hours and dollars in the coming year. Simplify your life.
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By Larry Merserau, CTC, PromoPower LLC
Smart business owners, marketers and sales professionals (people just like you!) turn to Larry Mersereau, CTC, for the ideas and insights they need to bring in more business and take home more money. Learn more!
