Messages wear out (stop working) because why people buy today is likely different from why they bought two years ago (when you wrote your last brochure!). You can create a cool new brochure, but don’t expect much change unless you also align your message with what’s important to your customers today.
How to align your marketing message:
This is a three-week process designed to refine your message so that it aligns more directly with why your customers are buying right now.
The process:
I telephone interview your customer contact people. I ask them questions about their perceptions and beliefs regarding why you are different and why people buy, and about your marketing methods and message, both past and present.
I telephone interview a handful of your customers. I ask them about the process they went through when they selected you, about the criteria they used and the concerns/fears/objections that were part of their decision process. This isn’t a report card on you. It’s a way to inform your message. And I audio record the interviews so you can hear what I heard.
I write up my conclusions and recommendations on how to express your message in its various forms.
We keep it simple and inexpensive. Message Alignments start at $2,500. For more information, Email Hamilton.
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