Every month, companies announce new ideas or services. How these organizations go about it greatly varies, but those that do it best are the ones that will continue to compete in the United States' free market.
It doesn't matter how many loyal customers your business has, the goal remains: increase revenue by year's end with a target client base. While this goal sounds achievable, it is actually a lot easier to do incorrectly. Entrepreneur Magazine contributor Debra Kaye explained how business owners may fall into the trap of sending the wrong message through their marketing and advertising efforts, which ultimately will cause huge blowback to the enterprise.
"When it comes to formulating your marketing message, it is imperative to be clear, concise and thoughtful to make the largest impact," Kaye wrote. "If you sway the other way by providing too much information in a complicated manner, your message may get lost."
Kaye recommends that every pitch should promote only three things. If it does more than that, the message is likely going to get lost in the sea of its competitors. The reason for that may derive from shopper's paralysis, where the consumer is overwhelmed and decides to buy nothing at all. Often, they have trouble understanding the business' end-game through all the jargon of a marketing message.
For example, all restaurants are trying to pitch the same message: come here and eat. If you were walking along a popular street in Miami, would you glance at a vinyl banner with a huge block of small text or one that is advertising a special price on their food and drinks? Chances are customers will choose the straight-forward establishment.
It may be hard to think of three strengths to explain the entire organization, but they don't have to be embodied within each and every display. Most marketing campaigns consist of one message, but it carries over to explain aspects of the organization. By covering too much ground, customers are more likely to get lost. Once they are confused they will likely lose confidence in the business and go elsewhere.
Recently, J.C. Penney failed to share its message as an affordable, family-friendly retailer when the home departments of its stores were filled of high-end designer comforter sets and other related goods. This was one of many changes the chain took to become more high-end, but this campaign did not translate as clearly as executives expected.
Finding three phrases or words to represent the entire scope of your company may not be easy, but once you know what they are, it will make marketing efforts a lot easier in the future.