By Jim Connolly
In marketing, clarity is extremely important! Your marketing messages need to clearly state what you do, what the benefits of your services are and why a potential client should do business with you or buy from you!
Clear marketing messages command a potential client’s attention with laser-like precision! Sadly, most small businesses use a foggy, conversational approach to their marketing and as a result, they lose stacks of business unnecessarily!
SMALL BUSINESS WEBSITES
I was recently reading a very interesting blog post by the SEO (Search Engine Optimisation), expert Gregor Spowart. In his blog post he explains how this same lack of clarity is often reflected in a lack of traffic to small business websites – along with some ideas on how to make your site more successful. Vague, generalised marketing messages are a complete waste of your time and money!
FOR EXAMPLE
I recently saw a website for a company that had the following headline across its homepage;
“Providing integrated business solutions to SME’s.”
Apart from mentioning that they work with SME’s (Small to medium-sized Enterprises), I have no idea whether they are; business advisers, software developers, accountants, recruitment specialists, hr consultants or anything else!
TRY THIS
Take a look at your existing marketing. Read your website, your sales letters, marketing emails and brochures or flyers etc. Make sure that each of your marketing messages explains clearly:
1. What you do.
2. How it will directly benefit the reader.
3. Why they absolutely need it (right now if possible).
4. Why they should buy ‘it’ from you (and not someone else).
This simple exercise can produce immediate, measurable results!
Filed under: Business development, Marketing, Technology, small business | Tagged: clarity, gregor spowart, internet marketing, Marketing, seo
