The one common denominator I see in companies that don’t succeed is a lack of marketing. To be more precise, I should specifically state, “PR & Marketing.”
Companies that rely heavily on Sales are asking salesman to not only close deals, but also cold call, nurture and develop prospects up to the point where they can work on closing the deal.
Companies that only do marketing (no capital “M” for a reason here) concentrate on creating and sending out collateral, building websites and landing pages, doing email and snail mail blasts, creating “rich” copy full of platitudes and descriptions and buzzwords.
I cannot tell you how many websites I’ve visited where it was obvious that product descriptions were created by “marketing folks” using a specific dialect known as “marketing-speak” that sounds fancy and rolls off the tongue sounding elegant and persuasive—but doesn’t have even a hint of rock-solid product description.
The purpose of Marketing is to convey meaningful information to prospective customers that educate, enlighten, and strive to convince the prospective customer that the product or service being advertised solves the problem(s) that potential customer is experiencing.
Here’s an example. You have a home with a busted pipe and water is pouring out. You find the water valve that turns off water to the entire house, so the leak is stopped. But now you have no water. You pull out a Yellow Pages (old, archaic version of the internet with information printed on yellow paper) or fire up Google and search for plumbers in your area.
You see three ads. The first two say something like, “Serving the metro area since 1989. We have radio-controlled fleets and are happy to serve all your plumbing needs.”
The third ad says, “Fast, emergency service. We don’t gouge you. No butt cracks visible.”
Which ad are you going to respond to? If you say the first one, you really don’t have an emergency. The third ad comes right to the point, communicates to the homeowner in a crisis in the manner that he’s thinking, and speaks directly to his main concerns.
Marketing that speaks to the prospective customers in their language and terms and in the attitude or tone of that specific public, gets assimilated by those prospects. Marketing that addresses customer problems and concerns also gets assimilated. Marketing that addresses the specific problems and concerns, using language terms and attitude of the intended recipient, gets assimilated and remembered.
“Marketing” that doesn’t match these criteria gets ignored.
The “one” in the one-two punch of PR & Marketing can be concisely stated as dealing with the media. The media is your best ally. Dealing with the media effectively and professionally results in great publicity for your company and product. Some call it free advertising, which it is not. For one thing, it’s not free because you need to invest in someone to do the PR and there’s a lot of work involved, and done right it doesn’t advertise your product.
What it does is make you or the company the expert in the field—which migrates over into your marketing materials being more believable. Customers habitually disbelieve advertising, considering it hype. But if they consider the subject or source of the advertising to be the expert, AND the advertising follows the above criteria, then the advertising is more believable. In addition, effective PR creates an interest in the company and product or service.
Working in harmony, PR & Marketing drive interested customers to your door. Web page hits lead to email inquiries and replies, which leads to phone calls and conversations and ultimately purchasing, whether in person, over the phone or online.
PR & Marketing. The backbone of successful companies and rapidly increasing sales.