Do you ever run advertising that just doesn’t get a response? It could be that you’re advertising to the wrong market — or it could be your messaging. Find out how to stop wasting A-quality dollars on C-Level messaging with a guest tip from one of my marketing mentors in today’s Ramblin Roundup.
A few weeks ago I went to Cincinnati, Ohio to visit a few clients on my way to the GIE+EXPO Landscapes 2017 Breakfast of Champions.
I’m in a mastermind group with my client, Don Kennedy from Promaster Handyman and Home Repair of Cincinnati, led by Drew Dinkelacker from Marketing Accelerator. We meet quarterly with another business owner, Joe O’Gorman from Go Full Throttle, for Drew’s Marketing Accelerator marketing round table. Until this trip, I have attended the meetings virtually via Zoom, and it was great to finally meet these guys in person. Drew leads a very well-organized meeting with a strict agenda packed full of value, and he’s Voting Panelist for USA Today’s Ratings Of Super Bowl Commercials.
I have learned a lot from Drew about crafting your message to appeal to the right audience. Drew always brings great insight to any marketing campaign’s 30,000 foot view of the strategy — of the words and what they mean and how people will respond to them.
I’m excited to welcome Drew as a guest on today’s video with an important tip about your marketing message.
Guest Tip From Drew Dinkelacker of Marketing Accelerator
Hi I’m Drew Dinkelacker from MarketingAccelerator.com and I am very excited to be part of Friday’s Ramblin Roundup, because I’m a regular viewer. To be a part of it is even extra exciting. Jack asked me to share a tip that would help with business owners marketing.
Don’t Spend A-Quality Dollars On A C-Level Message
In my 30 years of marketing, this is just the common thing that I see happen all the time. I see businesses spend A quality dollars, courageous amounts of money, taking a C level message to the marketplace. Why would you spend the big bucks and take an, “Eh,” message to the marketplace? I see this happen all the time.
If The Only Difference Between You And Your Competitor Is Price, You’re In Trouble
I know what billboards cost and so often I see a billboard for a local business, and basically they’re saying, “Hey, I’m just like the other guy that sells the same thing.” Why would you spend big money doing that? That makes no sense to me but people don’t see things the way I see them. I see them from the prospect’s perspective.
What ends up happening, the prospect says, “Well, the only difference between you and that other business is the price, that’s it,” and who wants to be judged on price? Nobody. Here’s how you tell if your struggling with this problem. If you take the name off of your ad, off of your billboard, off of your digital ad, whatever, you take your name off of there. Is the only thing that’s different between your ad and your competitors ad the phone number, or the website? If that’s all that’s different then you’re taking a C level message to the marketplace and that’s really bad if you’re spending A level dollars. Don’t do that. Work on that message, find out what your points of difference are, find out what your market really cares about, what’s most important to them, not you.
I’m Drew Dinkelacker with this marketing tip, MarketingAccelerator.com.
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