Here’s a question – if you really have nothing of quality to say, yet can get tons of people to purchase your marketing pitch, are you a marketing genius?
How do you measure quality?
Is it measured in new sales? More traffic to your website or blog? Is it simply perception based on marketing script?
Controversy
Can you use controversy to increase your sales? This is actually used quite frequently, especially in titles, to draw attention to the intended product or service. Books, magazines, websites, forums and blogs are great at tapping into controversy. Right way – wrong way. What it can do – what it can’t do. What’s expected – what’s not expected. What works - what doesn’t work.
Marketing vehicles
An example: For blogs to be an effective marketing vehicle, do they need to be relatively free of marketing material? My take is that even if prospects are searching to buy, they don’t want to be sold to. Does that make any sense? Blogs should contain useful and relevant content, with minimal hype or sales talk.
Content
First and foremost, content has to be readable. If you write marketing material in long, unbroken blocks of text, 99.9% of your prospects will either fall asleep halfway through your presentation or move on to your competition. And color contrast is HUGE!! Who designs marketing materials with blue text on a purple background?!! Or uses 13 different fonts and point sizes on the same page?
Clarity
I think clarity varies by whatever marketing vehicle you pursue, but there should be a common thread that transcends your effort – rather it’s in terms of ROI, branding or whatever. Marketing campaigns should be a blend of persuasion, advertising, marketing, writing and knowledge in a manner that CALLS (your prospect) TO ACTION.
How do you measure quality?
Is it measured in new sales? More traffic to your website or blog? Is it simply perception based on marketing script?
Controversy
Can you use controversy to increase your sales? This is actually used quite frequently, especially in titles, to draw attention to the intended product or service. Books, magazines, websites, forums and blogs are great at tapping into controversy. Right way – wrong way. What it can do – what it can’t do. What’s expected – what’s not expected. What works - what doesn’t work.
Marketing vehicles
An example: For blogs to be an effective marketing vehicle, do they need to be relatively free of marketing material? My take is that even if prospects are searching to buy, they don’t want to be sold to. Does that make any sense? Blogs should contain useful and relevant content, with minimal hype or sales talk.
Content
First and foremost, content has to be readable. If you write marketing material in long, unbroken blocks of text, 99.9% of your prospects will either fall asleep halfway through your presentation or move on to your competition. And color contrast is HUGE!! Who designs marketing materials with blue text on a purple background?!! Or uses 13 different fonts and point sizes on the same page?
Clarity
I think clarity varies by whatever marketing vehicle you pursue, but there should be a common thread that transcends your effort – rather it’s in terms of ROI, branding or whatever. Marketing campaigns should be a blend of persuasion, advertising, marketing, writing and knowledge in a manner that CALLS (your prospect) TO ACTION.
You can turn people off a topic/product quickly when you use negative statements. In sales pitches generally "not" and "no" are avoided. Talk about the positives, negative often leaves a bitter taste.