A golden rule of marketing communications is send only one message in your communications. Less is more when it comes to marketing content. Why?
The ultimate answer lies in the way the human brain processes information. Our brains prefer (and are most effective) when dealing with one concept at a time. Consider the example of catching tennis balls.
If I were to throw you one tennis ball, the chances of you catching it are high. However, if I were to throw you 3 tennis balls, the chances of you catching all 3 balls would be slim. In fact, in an attempt to catch all 3 balls, it is highly likely that you will catch none. The brain prefers to focus on one thing at a time.
Applying this theory to performance predictors leads us to the conclusion that you must develop and promote one flagship performance predictor. Remember, less is more.
In selecting your flagship performance predictor, I would suggest you choose the one with the greatest "wow factor" or potential impact on prospective clients. If you're not sure which one this would be, you should conduct some market research to confirm.
Selecting a flagship performance predictor doesn't in any way suggest you should only have one performance predictor, however promoting only one will maximise the effectiveness of your marketing communications.
Your other performance predictors should act to reinforce your value, position and brand promise. Often your customers will be exposed to your other performance predictors as they progress along, or engage in, your client experience.
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