We love our new marketing piece….
I recently had a meeting to discuss marketing strategy with an extremely successful small business owner. He was concerned about his most recent marketing piece – it wasn’t generating leads. The brochure looked extremely professional, complete with stock photographs and technical language that would make any English professor celebrate and break out the Carlton dance. It was slick.
His staff loved it and gave it rave reviews—his entire team thought it was a home run – so why was it a total flop?
The target market was thoroughly confused by the ad copy. The brochure was too professional. Also, his target market is price sensitive. When they looked at the slick design and professional, stock photos, they quickly determined that my client’s company must be way too expensive.
You need to speak the same language as your target. They likely won’t stop to look up that fancy lingo that’s only used only by the people in your profession.
The lesson I took away: Don’t rely solely on your team for feedback. Ask a few people, preferably your target market, what they think of the piece before you spend more money. Do they understand the marketing piece?
Remember: You’re not trying to sell your products and services to your team; you’re selling to your target market.
Good luck!
