When you try to fly by the seat of your pants, you eventually land on your butt.
– Anonymous
It’s hard to feel confident about your marketing when you don’t know what to say in key situations. For example, how do you respond when someone asks:
- What’s your book about?
- What does your non-profit do?
- Why should I buy your product?
In addition, it’s important to know what type of specific marketing language to use on your website home page, personal bio, promotional brochures, etc.
Too often, authors, non-profit directors, and business executives try to make this stuff up on the fly. Important decisions are ruled by misguided beliefs that you should “stay in the moment,” “keep it fresh,” or “let the spirit move you.”
These notions hinder most marketing efforts because you wind up saying different things to different people. That’s a recipe for chaos and confusion within your customer base. Instead of flying by the seat of your pants, develop a brief explanation for how you improve people’s lives – and say the same thing over and over. You can always elaborate if a customer or prospect asks for more details.
Attempting to make up marketing language on the spur of the moment usually breeds misunderstanding with prospects, anxiety in your own mind, and less word of mouth from customers. Just tell people about the life change you offer and say the same thing over again. Rinse and repeat. You might feel like a broken record, but your marketing language will sound like music to your customer’s ears.
