Late one night at Hogswarts
Harry Potter leaned back from the Pensieve, eyes blinking in amazement.
“Traipsing around in other people’s memories again, are we Potter?”
Harry turn to find Severus Snape glaring back from a dark corner of Dumbledore’s office. “No, sir, secrets … of marketing.”
“Marketing, I’ve forgotten more about marketing than you will ever know.”
“Yes, sir, but that’s the point, isn’t it? You’ve forgotten.”
Marketing is too complex
It’s time to simplify marketing. The multitude of factions, aspects, channels, methods and metrics has created a Gordian knot that has tangled the basic intent and thinking. For the moment let’s put them all on hold and go back to the basics we may have forgotten.
Quick, give me the back-story
The memory Harry Potter viewed was of a dark, rainy Wednesday. A teenage radio disk jockey was sitting across the desk from the station owner, a man whose voice seems to rumble up from the bowels of the earth. In addition to playing records, the young man’s job was to record commercials and to write them. The writing stank. The owner scribbled five lines on a sheet of paper and pushed it across the desk. “Do this every time -- I mean, every time.”
The Five Secrets
Yeah, I was the teenager. Those five lines have served me well for, let’s say, more than a few years. Even though they were for radio spots I realized that the five are the essential secrets of any marketing, advertising and sales. What were they?
#1. Tell people what you want them to do.
In marketing and advertising, a “call to action” encourages the person to perform a specific action. But this is more than that. Be clear about your expectations, such as: “Reduce response to five hours.” “Try it for 14 days.” “Attend this event.” Keep it simple. Keep it focused. Make it clear. Do you want them to visit your website? Buy your product or service? Streamline the channel. Simply tell people what you want them to do and give them one good reason to take action. Most of the time they’ll do it, even if you don’t give them an incentive.
#2. The benefits they gain.
Producers of infomercials and direct-response marketers are masters of targeting what the end-user/consumer has to gain. It doesn’t matter if you are marketing your business, a training program or communicating to channel partners, people buy the benefits. If your message doesn’t have a benefit … find one. Increase revenue, save money, learn a new skill, increase efficiency, prospect leads, feel better, look better -- for consumers it’s a combination of a promise and a differentiator. For internal audiences and business partners, it’s the return for doing what you ask. Just remember, if there’s no clear, obvious, personal benefit, then your marketing is going nowhere.
#3. How much it costs.
Somewhere along the way communicating cost has been labeled “inappropriate.” Everything has a cost. It may be money, time, reorganization … there’s a fee in there somewhere. So, don’t hide it. Cost is a factor so spell it out for them in plain language. The only way that communicating the cost is a negative is if there’s an obvious disconnect with the benefits. When we know we are asking too much, we just don’t mention it. Please … tell them.
#4. How and where to buy?
Ask yourself, “How hard do I want to make the people I depend upon for survival … work?” Once again this is a consideration for customers, business partners and internal audiences. How do they do what you’ve asked them to do? “Visit your local dealer.” “Contact your marketing rep.” “Enroll online.” These phrases are not only meaningless they’re lazy. Tell them, show them, give them a direct link – don’t ask them to sort though pages, menus and options. Take the responsibility for making it as easy and convenient as possible. Be obsessive about easy.
#5. The advantages of doing business with you.
“So what?” “What’s in it for me?” You have a number of honest, legitimate answers. So, showcase them. Remember, simple beats slick every time. These answers are your Value Proposition and you need a set for every thing you market … and for every group to whom you market. Forget modesty, if you can’t provide valid, compelling advantages for a business relationship you won’t have one. So, present your advantage, make them conversational and to the point. Explain them the way you talk, not too formal and loaded with “biz speak.” No more than three advantages. A long catalog of reasons is your worst enemy. Focus on the most compelling reasons to that person or audience and forget all the rest.
Back in the Headmaster's office
Snape pushed past Harry Potter. “I need no advice from the likes of you. I’d rather enjoy a Deatheater’s kiss than have you meddle with anything as crucial as marketing.”
Harry pointed to the Pensieve. “Then look for yourself. There are people in there that will take your biggest challenge and give you results. They know the lost secrets.”
Snape sneered, “Secrets of marketing! Who do they think they are?”
Who do we think we are?
Okay, you know I couldn’t go through all this and not ask you to do something. I can’t break the rules. Give us a call and let’s talk about your marketing or strategic events. We are very good at what we do. It’s our job to “sweat the small stuff” so you don’t have to. What can we do together?
If you liked this article you might also enjoy:
Be Unforgettable - Marketing Tips From The Twilight Zone
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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