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A year ago today on September 23, 2008, we sent out our first OnMessageMinute.Our subscriber list has steadily grown since then, and we’ve received lots of wonderful feedback from you, our readers. So let’s take a quick look back at ayear ago, and the OnMessageMinute that started it all...
Breaking Through
One of the greatest challenges marketers face today is breaking through the noise and getting a message through to their target audience that differentiates and creates action. Marketing professionals who follow these 5 Breakthrough Rules have a greater chance of their message not only breaking through ... but being heard:
Focus on what your customers need. Not just what your products can do.
(How compelling is your story? Is it feature/functionality based or benefit based?)
Consumer brains are hard-wired to notice only what’s different so make sure your brand stands out.
(How different is your brand? Does it have a unique personality that appeals to your audience?)
Aggressive differentiation and bold positioning are the only way to go.
(How do you know if you are being aggressive enough? When people in the room are scared to execute.)
The cancer of marketing is lack of focus. True differentiation comes from intense, disciplined focus on a single message.
(Are you trying to say too much and thus saying nothing at all?)
You must execute and capture real customer feedback to get results.
(Are you listening enough to prospects and customers? Are your campaigns designed tocreate a dialog or are they simply monologues?)
Keep these 5 Breakthrough Rules in mind every time you develop messaging, marketing materials and lead generation campaigns. If you do, your chances of breaking through will increase dramatically.
A lot has changed in the marketing world and beyond over the last year, but it’s safe to say these five rules still apply. Maybe more than ever.
A word of thanks to all our loyal OnMessageMinute readers. We hope you’ve enjoyed the last year’s mailings and encourage you to tell us what you’d like to seecovered in future Minutes.
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