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5 Simple steps to get your marketing message across

Marketers today face a formidable challenge when it comes to communicating their message to the market
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Never has there been so much "noise" from so many companies in so many forms of media all vying for mind share.

Here are five tips that will help you cut through the clutter and land your message successfully:

1. Be clear on who you are talking to.  Who do you want to receive your message? Too many organizations these days push their message on the masses thinking that it will resonate with someone who cares. It's a risky proposition. It might resonate with some but it will be ignored by many. Best to know exactly who you want to talk to before you open your mouth.

2. Speak to value and benefits. People are tired of getting stuff shoved down their throats. Companies constantly flog their products at us hoping we will tire of the bombardment and buy. But it rarely happens. Some bite, but many don't, yielding a low return on the communications investment made. It is far more effective to give someone a reason to buy by appealing to their wants and desires. Stress the value you bring to the table through your product or service rather than the cool stuff your technology can do.

3. Say something special about you. You have only seconds to establish your credibility; don't forget the shield people have up to repel the messages they are bombarded with everyday. If you're not special in a way people care about, you will be relegated to simply another message flogger who is ignored.  And if you do have a specialness that resonates with your audience, they just might let you into their space.

4. Give them a reason to buy from you as opposed to the other choices they have. Don't "be like Mike" with no individuality. People like to feel like they have spent their money wisely, and what better way than buying from an organization that stands apart from others? Spend time determining what your unique value proposition is. Look to be the ONLY ones who do what you do. If you don't stand out, your message will be ignored.

5. Make your call to action respectful and "easy." You can't demand their money and make them feel stupid if they don't capitulate to your amazing offer at incredible savings. "In your face" asks are insulting. Be honoured if they decide to do business with you. And if they don't, be respectful and grateful that they even considered you. And couple your ask with an easy process to complete the transaction. Making them go through hoops could force them to lose their good intentions.

The reason most organizations can't get their message across is they are trapped in the mass marketing approach of pushing their agenda on everyone.

This approach doesn't work in today's "me" society where relevance and personalization are key.