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Marketing / Business marketing

Are your key marketing messages clear?

A recent experience reminded me of the importance of having clear key marketing messages if you want to get the attention of your target market.

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Okay, hands up, who knows what ‘transformational change’ means? Thought so. Not many of you and those who do grasp it are probably in the business anyway.

I don’t profess to know exactly what it means, but I suspect it has something to do with changing the way you operate – a kind of business-not-as-usual proposition.

I came across the term most recently emblazoned on a roadside poster between Brisbane Airport and the City. The massive poster read: ‘We deliver transformational change’ and under the headline was probably the name of the organisation that does just that. Probably. I didn’t look.

I was on my way to a conference where I was to be banging on about how to get the attention of Australian small business and my audience were computer hardware vendors, so the sighting was quite timely.

The poster sums up perfectly one of the classic behaviours that marketers (including soloists) make: failure to engage potential customers due to muddled messaging.

"We cannot expect our target market to give a damn about who we are and what we do if we don't allow them to comprehend it in the first place."

We cannot expect our target market to give a damn about who we are and what we do if we don’t allow them to comprehend it in the first place.

Want more articles like this? Check out the  business marketing section.

Imagine if the poster had said something like: ‘Change your thinking. Transform your business.’Maybe then I would have taken a split second to see who the advertiser was, rather than being blinded by a big fat question mark in my mind.

As a measure, I reckon that if our key marketing messages are not readily understood by a child of eight, we risk missing a lot of passing traffic. Traffic that doesn’t care because we haven’t permitted any level of connection.

What say you? Spill the beans below.

Robert Gerrish

is the founder of Flying Solo and helps soloists stay upbeat and energised. He’s recently published The 1-Minute Commute, is a presenter and facilitator and works one-on-one with those needing a refresh. Find out more about his skills and services and his Olympus Trip 35 camera side hustle or connect on LinkedIn.

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