Do your marketing messages tightly target your customers? Are you using laser sights or just a scatter gun approach hoping to hit something?
There are two simple questions to consider when building your marketing messages.
1. What is your customer’s underlying needs?
Ask them! Ask the people who talk to them – particularly customer service. What questions do your customers ask them about your products, services and the company itself? What itch are they trying to ’scratch’?
2. Are you able and willing to meet that need?
Think about and list available resources within the company, its business focus and ethics.
By gaining an in-depth understanding of the customer’s real need and the organisation’s matching capabilities, you will be better placed to develop a marketing message that ‘connects’ with the customer and that you can successfully deliver upon.
