The A – B – C’s of Marketing Communications - BrianButler

Unlike accounting, production or other business processes that often have a repeatable right way, successful marketing changes from time-to-time as new technologies, information and tactics become available (see: social media). Marketing your product or service will have some consistent themes that will increase the likelihood of success however. To get the desired results, effective marketing communication strategies will;

    Attract the attention of your desired target market
    Begin to influence the prospect’s decision-making process
    Communicate a low-risk, easy next step action toward buying

A - In love beauty may be in the eye of the beholder but in business attractiveness is in the eyes of the customer. Is the packaging of your product attractive? Is the appearance of your store pleasing to your potential clientele? What perception does your literature and advertising give to your both your prospects and customers? Do prospects know where to find out about you on Facebook, Twitter etc.?

B - Educate people how to make the correct buying decisions. Make sure to give them all the information they request or need to be able to make the purchasing decision for your product or service. There are three primary reasons why business buy things. To increase revenue. To decrease costs. To improve efficiency. You want those things for your business and your prospects want them for theirs’. Consumers may buy for pleasure, ease, status or function. But everyone buys for their own reasons, part emotionally and part logically. Help show them what a good decision looks like.

C – It’s not likely to be possible to fit all the things someone needs to make a buying decision into one ad or direct mail piece. And most items above a certain price point are not an impulse purchase but rather contain an investigative process that leads to a buy / no buy decision. Understanding each prospects unique decision making system is the key to ultimately making a sale. Clues can be found in there responses to your offers – often their ‘digital footprint’.

If you can learn what the typical steps in your prospects buying cycle are, you have a chance to guide the process to the conclusion you want – buying from you.

Do your prospects need;