The Marketing Message

The Usefulness of Marketing Message are:

-The message is first among your weapons in the battle of perceptions.
-The message lets you accomplish plenty of things.
-The message can educate the masses, convert the non-believers or separate the wheat from the chaff.
-The message is first among your weapons in the battle of perceptions.

The Target of the Message are :

The Educational Target
The Educational Target needs the benefits of your type of service/product fully &
carefully explained. Don't spend time differentiating your company from your
competition, there is not any. In lieu, your target must have their awareness raised
until they care.

The Doubter Target
The Doubter Target needs to have their objections overcome. You still must present
the general benefits, but concentrate on overcoming the fears revealed in your
research. Show the way you deliver these benefits better than your competition. Your
materials have a greater fight for attention here.

The Differentiation Target
The Differentiation Target is the most obvious target. All of your competition is there.
This market is already purchasing your type of service/product & they know what the
major benefits are. You must highlight the way you deliver the major benefits better
than the competition. The way you have other, less obvious benefits, your competitors
don't. You must stand out in this crowd. To be noticed, your materials &
approach must be distinctive.

As you can see, each target needs a different message. Don't make the error of
trying to merge the messages in approach. It won't work.

Don't describe the tools of your trade & don't list the features. Go for the benefits.
Make them clear & desirable. If your target has to figure out the benefits for
themselves, you are asking them to do your job for you. They won't. They will do
something else. The loss is yours.

Bad marketing happens to lovely people because they can not think others are blind
to their goodness. Marketing is a battle of perceptions, not products. Aim
reality doesn't exist. What people think about you & your product is what is actual.
This is hard for most people to come to grips with. Making a positive impression
is not saying you are brilliant. It is proving it. Marketing works when it
demonstrates, not when it asserts.

For marketing purposes, each feature must deliver a benefit. Otherwise, it is
valueless. Write out all the benefits of your product/service. Pretend you are a
prospect. For each benefit statement you write, ask yourself, "So what?" If your
answer to "So what?" is more explanation, your statement is not yet a benefit.

Example:

Client says: "Our automobile has passenger-side air bags."
They reply: "So what? This is a feature."
Client: "Our air bags inflate in 1/1000 of a second & can withstand 24 G forces."
Us: "So what? This is still a feature."
Client: "The passenger can walk away from a head-on collision."
Us: "Now that is a benefit."