with one voice
with your current and potential customers is a fundamental part of
any business strategy, even if you are a very small
business. Sending out that communication need not be
expensive, but to be most effective it does require relevancy and
consistency at all times. Here are a few tips ...
and to the point
effective communication takes place with the exchange of
concise and relevant information. But it is always easy to get
carried away with extolling the benefits of a product or
service and end up trying to communicate far
too much, which only serves to confuse.
harder is to focus what you want to communicate down to simple
ideas that are relevant to the reciever. As one wit once put it,
"I'm sorry for the length of this letter but I didn't have time to
write a short one!".
though it is, it is well worth investing the time in making sure
that what you communicate to the market is simple and to the point.
It will generate a much more positive response.
Who am I
way to achieve this is to have absolute clarity over who you are
planning to communicate with. Putting yourself 'in their shoes' will
allow you to work out which product or service benefits are the most
attractive, what method of communication will have the most impact,
what style of language has most resonance, and so
is to divide your target customers into groups, using a common
factor that drives their purchasing behaviour. This will help
you simplify your communications even further as you can focus
solely on highlighting the
most compelling benefits for each
maintaining consistency across all communications is paramount as
some target customers may be classified as members of multiple
groups, and some communciation tools (like advertising) can be
seen by multiple groups. To send out conflicting
messages only confuses the audience that you are trying to
attract and defeats the purpose of communicating at
and working pragmatically like this will help you to make
your marketing work better for you in a more memorable way.
This means that your target customers will be able to differentiate
your products and services from those of your competitors and
clearly see the value in buying from you.
If you would like some advice on memorable
marketing techniques for your own business, or you know someone
at another business who might need help, then please contact us. The sooner you start, the sooner you will
Download this handy guide which highlights 10
steps that you can take to make sure that your marketing
communications are most effective and focused on your business's and
your customers' needs.
the Chartered Institute of Marketing as part of their ‘10 Minute’
series, this document makes easy reading for business people of all
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)