One of the secrets to small business advertising success is consistency. Be relentlessly consistent. Many small business owners get “tired” of pounding home the same marketing message. Unfortunately, small business owners are the ones who cannot AFFORD to stray from their “core” message.
Small Business Advertising Success Secret #1: Be Consistent
For example – for over two decades – mega big box retailer Walmart stayed true to a common marketing message. This message used everywhere. The message was featured in their advertising, displayed in stores and on associate’s vests. It was even plastered on the semi trailers used to deliver goods to the stores.
The message: Always Low Prices – Always.
Walmart’s marketing was relentlessly consistent. That relentless consistency helped to build a retailing giant.
Then Walmart decided to change that message. Almost like magic, their earnings began to tumble.
When looking at retail giants for inspiration, don’t look at what they’re doing now. Instead, look at what they did to get that big. One of the core things many did in the beginning was to hammer home a consistent marketing message.
What marketing message are you going to relentlessly pound into your customer’s minds?
In my work with small business owners – I find that creating this core message is the most difficult task of all. It begins with defining your target audience – a.k.a. your “niche” market.
What problems are these people experiencing and how can your product or services help?
It’s really hard to answer this important question if you have no idea what’s going on inside your customer’s mind. Fortunately, finding the answer is as easy as actually talking to your customers. I don’t mean “interviewing” them or conducting your own “user experience focus group.” I’m suggesting that you TALK to your customers and find out how they’re really using your product.
If talking to your customers isn’t an option – then hold a contest where they can write or record testimonials for your product. Read more about how Vonage used this to build trust with their advertising.
Studies show that people feel a stronger connection with companies that they have recommended to friends. This is just one reason why there’s no better way to build your brand with your customers than to ask them to write a testimonial.
Once you know WHY people are buying your product or services – then you can create a compelling and selling core marketing message. Make it short, simple and easy to remember – think “always low prices- always”.
Once you’ve got this short, simple easy to remember marketing tag line – make it a part of EVERYTHING you do.
Small Business Advertising Success Secret
My first advertising mentor – Joan Elias – told me this. A client’s marketing and advertising messages were just beginning to break through about the time the advertiser was getting SICK of hearing/seeing the ad.
If you’re sick of hearing or seeing your advertising – rest assured that your advertising just starting to make an impact on your niche market.
Be relentlessly consistent with your advertising message. Pick a winner and stick with it. It’s the first key to small business advertising success.