One of the benefits of living in Upstate South Carolina is that beach trips can be taken on a whim and over a weekend. And as anyone who has driven to the beach knows, the closer you get, the more billboards there are vying for your attention.
I’m always amazed by the one that never fails to catch my eye. It’s not for a beautiful beach resort. It’s not for the newest restaurant or tourist destination. It’s not for anything I would expect to catch my eye on a trip to the coast. It’s this:
It may not have groundbreaking design or creative copy, but it has one thing that too many marketing elements are often missing: focus.
A billboard may rarely (if ever) make sense in B2B, but making yourself look at your next marketing piece through a 55-mph, 5-second window is never a bad idea. What’s the one thing you want your audience to remember? What’s the call to action? Is it clear and concise?
Often, when you’re so personally invested and connected to what you’re selling, it can become difficult to take all the reasons why customers should choose your product or service and distill those into one compelling argument that your audience will remember—and more importantly—buy into.
Now, giving focus to your marketing doesn’t mean that you have to limit yourself to one feature or benefit and build an entire marketing program around it. It just means you need to give careful thought to helping your customers focus on why you’re the clear choice.
Here are a few simple ideas:
- Don’t try to achieve all your objectives with one marketing initiative. Think through the best medium or approach for each goal, and execute accordingly.
- Rather than fitting all of your differentiators into one advertisement or promotional piece, create an individual piece for each key benefit and bring them together through a unified campaign.
- Hook your customers with one big idea through an e-blast, sales sheet or direct mail, but bring them back to a solid foundation like a website or corporate brochure with all your selling points.
- Know what your competitors are saying, and don’t say the same thing. Elevate what’s truly unique and worthy of attention.
- Determine what features and benefits are most important to each of your audiences, and strategically speak to each group separately.
Want more? Try being more conscious of the advertising, direct mail, e-blasts and other forms of marketing that catch your eye, and then analyze what made them stand out to you personally. Behind all the fancy words and artwork, I’ll bet there’s some focus.