Businesses often send a mixed message to their clients, claiming high quality products for example but then present them poorly. Or they make up some pointless strapline about themselves and their ‘fantastic solutions’ and repeat it everywhere.
You only have a few seconds to grab people’s attention so a well developed marketing message is important.
Avoid clichés
“We give our clients 110%” and “customer satisfaction is guaranteed”.
It’s amazing how many times you hear people repeat the same old phrases. Avoid clichés when describing your business or products. Customers are switched off by them. Use simple straight forward language, it is far more effective.
USP
What do you do which makes you different to your competitors? Often described as your Unique Selling Proposition or USP this can be difficult to create but is worth the effort. You need to quickly let people know why they should consider you first before the competition.
Write a single sentence and then a longer description of around 100 words that describe your organisation. Once you’re happy with these, try them out on friends and colleagues and see if they understand them.
Another good test is reading them out loud to someone. If it sounds like rubbish it won’t read any better.
Core values
Along with your actual description, write down a few key values that you want your business to encompass. Are you environmentally friendly for example? By making sure your marketing methods reflect and build on your business values, you have the start of a brand image.
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