See Free Images if you want to use one of these images for your blog, genealogy society or commercial purposes. I want to chat about two different approaches to marketing communications and give you five tips on how to improve your communications. For me “marketing communications” covers absolutely everything you say to your customer – your emails, your direct mail, your website copy, your sales pitch, your slide presentation, your YouTube videos, your local newspaper advertising, the images you use in your status updates and tweets, your blog posts…you name it and it is ALL marketing communications.
What is this?   It is the method used to craft communications that fall flat…just like hitting a brick wall.  It can hurt. Typically, the copy is dull and dulling with a focus on product or service features.   Instead of presenting an enticing end result, you try to convince (aka sell) your customer on the abilities of your product or of you to perform. She’s a talented and very experienced interior designer.  She magically transforms ugly rooms into functioning works of art. Any visitor to her website would have left immediately because the site did absolutely nothing to stimulate, tempt or tantalize anyone into taking any action.  Just a big brick wall.
Instead of the hard impenetrable brick wall, your customers feel a verbal caressing – one that makes them want to take action. The interior designer put together the copy for her website thinking her potential customers wanted to be certain she was a skilled designer and that she worked with them to create rooms that were tailored to their needs.  After all, this is what she does. The most common mistake in marketing communications is to think potential customers want or need to know something about YOU or your product.

They want to buy from the person who delivers that something special to the buying experience. The best place to start is with your Buyer Persona.  Nail that down and you’ll have all of your answers. Do you tug at their hearts, their ego, their desires so they can’t resist when you describe the end result? 5.  Am I selling a product or service or presenting the fulfillment of my customer’s wants? Am I selling a vacation rental with so many beds and baths or presenting a memorable experience that will last a lifetime?
Am I selling children’s books or presenting an opportunity for some quality time with one so dear? Am I selling an online training program with so many modules or presenting an opportunity to gain mastery in a specific area?
You get the idea.  Stop selling and start presenting and all of your marketing communications will start delivering you far better results. Sheila HibbardSheila Hibbard takes the fluff, hype and confusion out of marketing and social media. Receive Free weekly updates, tips and techniques to grow your business.  Fill in the information below and look for Marketing Action in your inbox.

Posted in Communications and tagged communications, customers, marketing, marketing communications, Website.
An information packed e-course that will get your social media efforts moving in the right direction for your business.
Check out this very popular collection of brick wall photos you can use as background images for your computer monitor or iPad. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media.
The bricks in this sandstone masonry wall are various shapes and sizes – mostly long and narrow. Our photographs have all been released into the public domain, which means you can use them for any purpose.

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