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What My Teenagers Taught Me About Marketing `Stuff`   by Charlie Cook



My kids taught me a lot about marketing communication when they were teenagers. My son had me playing 20 questions. When I asked what he`d done at school or out with his friends the night before, I`d get one of two classic teenage responses; `Stuff` or `Nothing`. I`d have to pepper him with questions to learn any more.

With my daughter, I could hardly get a word in edgewise. She`s a great storyteller, but she wanted to tell me everything about everyone. Neither of them were really giving me what I wanted.

If these had been sales calls and I`d been a business prospect instead of a devoted parent, I`d have ended the conversation or walked away. I`d have thought, `Great people, but they don`t understand my point of view or my problems.`

Does your marketing turn prospects off with too little or too much information?

Do you approach your marketing from your customers` point of view?

Is your marketing generating the leads you need to grow your business?

If a prospect asked you what you do, you`d n.ever respond by just saying `Stuff`. But what do you say? Do you tell them that you`re in advertising, or that you are a lawyer, accountant, designer, entrepreneur, franchise consultant, realtor, trainer, or software developer? Statements like this don`t start a conversation fully explain what you do or how a prospect could benefit from your products or services. These one or two word answers are the equivalent of your teenager telling you they`ve been doing `Stuff`.

Don`t make your prospects play `20 Questions` with you to understand your business. Give them a clear, succinct marketing message that describes how you can help them and why they need you.

Once you`ve got their attention with your marketing message, follow it up with the information they need, a clarification of the problems you solve, the solutions you provide and a reason to contact you. Make it easy for your prospects to get what they want from your marketing materials, whether you use ads, brochures, a web site or other media.

- Define your prospects` most common concerns and the problems they want resolved.

- Present the solutions your provide in the context of these problems.

- Explain why they need you, from their point of view.

- Anticipate and answer their questions.

I was on the phone with Marilyn, who wanted to know what her firm could do to spread the word and get more clients. Last year they made over a million dollars, but so far this year they haven`t gotten the number of inquires they need to continue to grow the company. What`s getting in the way?

While I was talking with Marilyn, I typed her firm`s URL into my web browser to take a look at the way they are promoting themselves. I had two reactions when her site came up in my browser. One, it was very attractive and professionally done. Two, after looking at it for a few minutes, I had no idea what the company actually did, who they helped or how.

There was a lot of information on the site, but it wasn`t telling me what I needed to know. It took me another ten minutes and a number of questions to find out what her small business software development and computer-networking firm did.

Your prospects don`t have the motivation of a parent talking to a teenager. If its hard for your prospects to figure out whether or not you can help them from your marketing materials, they`re gone. Don`t expect them to decipher unclear copy or hunt through your web site to find the information they need.

Generate more leads and sales by using a marketing message, supporting marketing copy and a coordinated marketing system that helps your prospects understand why they need you and how you can solve their problems.

2005 © In Mind Communications, LLC. All rights reserved.

Author Info:

The author, Charlie Cook, helps service professionals, small business owners and marketing professionals attract more clients and be more successful. Sign up to receive the Free Marketing Strategy eBook, `7 Steps to get more clients and grow your business` at http://www.marketingforsuccess.com


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