Creating a Powerful Marketing Communication Strategy
July 7, 2011 by Kevin Michael Gray
A powerful marketing communication strategy should serve to make your business stand out from the crowd. This article discusses several strategies to develop your own compelling core marketing communications piece.
After following the strategies listed below, you will have the components of an effective marketing communications kit, which can be placed inside a pocket folder with your logo on the front. This folder should be presented to anyone that has expressed an interest in your company’s products or services. It will act as a compelling sales tool to educate prospects on why they should do business with you.
1: The Compelling Story
Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you’re not able to convey your own business passion?
The Compelling Story is just that – an exciting and interesting story as to why you decided to create the business you did. This story must be personal and connect emotionally. A compelling story can create instant trust – and you won’t stand a chance of selling your products or services to someone unless they trust you.
So, how do you go about creating your own compelling story? Here is a list of important criteria to keep in mind.
. Make it personal – Talk about the people you’ve touched
. Appeal to the emotions
. Create a story – make it fun to read
.Be passionate
.Incorporate your values
Show your human side – talk about mistakes you’ve made and the lessons you’ve learned
Your particular story is the perfect way to open your marketing communications folder and should be featured as the first item seen on the inside right pocket. Your story should not be longer than a single page.
2: The Competitive Squash
The purpose of this one page document is to summarize why people should buy from you as opposed to your competition. You should summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field. Don’t be shy. This is your chance to show off.
Don’t make this one text heavy. Pick three or four things you wish to communicate and summarize them in a compelling way.
3: The Problem Solver
The purpose of this one page sheet is to show how you are able to solve the business problems of your customers. This is just another way of creating trust and interest.
In order for this page to be effective, incorporate the following elements. READ THE FULL ARTICLE
