Rob Eagar’s Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.
This week’s focus:
Most of the major corporations around the world focus their marketing efforts on building a strong brand. If they can get you to keep a positive association locked in your mind, then you’ll be more likely to purchase their products. For instance, here are some examples of famous company brands:
Wal-Mart: “Save money. Live better.”
Maxwell House Coffee: “Good ’til the last drop”
The Home Depot: “You can do it. We can help.”
Lowes: “Let’s build something together.”
Maxwell House Coffee: “Good ’til the last drop”
The Home Depot: “You can do it. We can help.”
Lowes: “Let’s build something together.”
What do these corporate brands have in common? They’re short, memorable, and answer the all-important question that consumers ask, “What’s in it for me?” Likewise, your goal as an author or business leader should be to answer the same question.
Brevity, remembrance, and value are critical to creating a powerful brand. However, your focus should be primarily on explaining the value that you provide. Cleverness is cool, but companies know that it takes more than just a witty phrase to satisfy today’s savvy consumer.
Analyze your brand. Is it merely clever, catchy, or even non-existent? Or, does it clearly communicate the value that your target audience will receive? To be sure, ask a few of your readers or customers this week to give you feedback on your brand. You may be surprised by what you hear.
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© Rob Eagar 2010. All rights reserved.
