What is the number-one marketing mistake business people make? Not messaging themselves and their businesses properly. You can set your marketing budget as high as you like, but if your messaging fails to properly position your firm, you have wasted your money.
Many business people assume that they need to be doing more if they want to win more business. Sometimes, it is just a matter of rewording and better defining the core of who you are and what you do as a company that makes all the difference.
I hear from businesses all the time complaining that their website isn’t working, their website bounce rate is high (people leave the home page without clicking on any other pages in the site), the phone doesn’t ring, no one comes to their events and referrals aren’t coming in they way they once did.
For solutions, we look first to the firm’s website and specifically at the messaging on the website. If a firm has not explained who they are by focusing on short, memorable and clear descriptions of what they do and the compelling benefits, the results are often lacking.
If you want to increase your marketing success, start first with re-messaging your website and then your other marketing materials. Focus on the unique benefits of your firm using succinct and powerful words that mean something to those who will be reading. If you don’t know what is unique about your firm, start there. Ask people what makes you and your company unique and discover why people decide to work with you.
Being able to clearly define what makes you different and why people choose to work with you will transform your messaging. You will find that it is much easier to get people to take the action you want when you use the right words.
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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.