Cure for lazy marketing communications

Hey there, time traveller!
This article was published 06/04/2024 (560 days ago), so information in it may no longer be current.

According to acknowledged marketing expert and professor Philip Kotler, “marketing takes a day to learn and a lifetime to master.”

While I would argue about the length of time to learn, after more than 30 years, I still haven’t mastered it all.

This article is the first in a series discussing the current state of lazy sales and marketing.

Leading companies know their winning game plan includes a combination of superior thinking and extremely hard work to win and keep their customers. Today, unfortunately, there seems to be a lack of effort on both fronts.

Marketing communications, particularly advertising, is the arm of marketing that receives the most assessment and analysis other than the product itself. It is, by necessity, the most visible component of marketing. We all have our own opinions about marketing messages we like or dislike.

It is this unique individual perspective that poses one of the main challenges of your promotional messages. How do I get people to notice my product or service when people are exposed to at least 1,000 (some sources estimate more than 5,000) ad messages each day?

If you consider the range of products, services, and companies you remember, there is something that has tied it into your memory. Sometimes, the promotional message encourages an immediate purchase. A sale or new product feature are two examples. Other times, the message positions the product or service in your memory for future purchase consideration.

But it is not just the product features and benefits that need to be presented in your message for it to stick. Sometimes, humour can be used. Other times, a spokesperson or a character (think Tony the Tiger for Frosted Flakes cereal) is used to help take root in your memory. There are any number of factual or emotional ways to present a product and get it planted in your customer’s personal purchase cycle.

And yet, we forget most of the messages we see, read, and hear.

Why? Rather than providing something memorable, relevant, or important, I contend most of the promotional messaging is lazy. For example, vehicle ads are the same — power for trucks, smooth ride for luxury vehicles, and saving the environment with electric vehicles. Dealerships that loudly boast about the “sale of the year” are also easily forgotten.

George Tannenbaum is an inciteful creative director and award-winning advertising copywriter, with the company tagline of “good writing is a business advantage.”

When asked how he prepares to write a promotional message, he said: “To me good advertising is based on two things. Truth — what is it you’re advertising about? What does it do? What does it do better? And empathy — why should you care? What will it mean to you? What difference will it make? We’re in the truth and empathy business. Learning truths takes time. Learning about people takes time.”

It is clear there is a discipline and process. Crafting specific messages requires research, the application of your training and experience, and the ability to find something to say that sticks in the mind of your target customer. To be successful you cannot be lazy in your approach.

There are three main steps in your winning game plan to create memorable messages for your product or service.

First, it is all about people. Understand your target audience as people.

Remember you are not your target audience. While there may be some facts to uncover, you must first understand how your product or service adds value to your customer. Think of how one person would use your product or service and build from there.

Second, you have to say things in such a way that the message scratches the want or need that exists in the customer’s mind.

Your message cannot create demand that doesn’t already exist in the customer’s mind. Also, be prepared that not everyone will like the product or service or the message. That is OK, because not everyone is your actual target customer. Win the heart and the mind will follow.

Third, you must stand out.

If your message is not noticed your wonderful product or service will not be known to your potential customers. This is where your message must create an impact and be different than your competitors. Remember you are not differentiated until your customer understands the difference.

Don’t be lazy. Do the preparation, thinking, and creating to develop a persuasive message your customer will remember.

Tim’s bits: Every winning game plan is built to win your customer. A major factor in winning your customer is getting the right message to the right target. Leading companies understand that making the effort in crafting messages will deliver winning results.

tim@tk3consulting.ca

Tim Kist is a Certified Management Consultant, authorized by law, and a Fellow of the Institute of Certified Management Consultants of Manitoba,