Getting to the Point: Why Clear Marketing Wins More Customers
My eldest son has an incredible mind. It’s packed with facts and information on just about everything, from dinosaurs and geology to Harry Potter, Marvel films and the latest technology. Ask him a question and you’ll receive the complete answer… and then some!
This isn’t simply the proud ramblings of a mum. There’s a valuable marketing lesson here.
My eldest is autistic, and one of his traits is that he doesn’t always realise other people don’t share the same level of interest in a subject as he does. So when he explains something, you don’t just get the highlights, you get every fascinating detail he knows.
Adults are usually patient. They listen, smile politely and try to work out where the conversation is heading.
Children are far more direct.
“What are you talking about?”
“Get to the point!”
And that’s exactly the point.
Be Specific About Your Business Goals
One of the biggest mistakes I see small businesses make is being far too vague.
People tell me they want:
- More customers
- More enquiries
- To grow their business
They’re all perfectly reasonable ambitions, but they’re impossible to measure because they’re not specific.
Compare those with:
- “I want to increase enquiries from three a week to six.”
- “I want to attract five new customers each month.”
- “I want to increase turnover by £2,000 a month before Christmas.”
Now you have a target.
Once you know exactly where you’re trying to get to, it’s much easier to create a marketing plan that gets you there.
Make Your Marketing Clear
The same principle applies to your advertising.
Potential customers don’t have time to work out what you’re trying to say. If your advert, website or social media post leaves people wondering, “What do they actually do?”, they’ll simply move on.
Whether you’re promoting your business through local magazines, your website or social media, clarity is one of the most powerful marketing tools you have.
Three Questions Every Business Should Answer
Good marketing answers three questions quickly:
- Who are you?
- What problem do you solve?
- Why should someone choose you?
Get those points across clearly and you’ll dramatically improve your chances of turning readers into customers.
Have You Got to the Point?
So the next time you’re writing an advert or planning a marketing campaign, ask yourself one simple question:
Have I got to the point?
If the answer is no, I’d be delighted to help. Sometimes a fresh pair of eyes is all it takes to turn a good message into one that brings in new business.
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