Marketing
Communications Send Your Message in Writing
Selecting the right
marketing communications vehicle depends on the message you are sending and who you are sending it to.
Marketing messages have 2 primary purposes:
- to provide the
reader with information about you and your services
- to persuade the
reader to take specific action
3 Steps to Effective Marketing MessagesStep I: Clarify why
you are communicating Typical reasons could include:
Step II: Identify
who you want to communicate with
Why you are
communicating determines who you will be communicating with.
For example, if
you want to increase your profile, you will want to
communicate with strangers and also with people you know. If your purpose to
generate leads, your message should target prospects in your niche
market. In this message you will introduce yourself and also the
services that you provide.
And if your
purpose is to generate referrals, obviously you will send your
message to people you know and who know you. In addition to reminding
clients and contacts of your services, this message will also invite referrals from these people.
Step III: Select the right communication tool
There are many
different tools available for sending your marketing messages.
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Communication ToolsTop
Correct, Concise & CompleteThe best marketing communications are correct: they tell the facts as they really are...not the way you'd like them to be.
They are concise: they tell your story in fewer than 500 words.
And they are also complete: they provide readers with the information they need to take the actions you want them to take.
Unfortunately
a lot of marketing writing is false or misleading and
incomplete. Often it is either too long or to short. All
these attributes contribute to ineffective marketing messages.
Marketing communications are critical elements of your
marketing plan. Properly prepared, they can enhance your personal brand, attract prospects and generate referrals.
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