The best way to to increase sales is to focus on effective marketing using simple consistent language on all communications. To help you and your employees learn more about this important technique we have a marketing article by Robert Deigh that appeared on Changing Minds.
Whether you have four or 40,000 employees, your team should be "on message." If your Web site says one thing about your organization, marketing materials say another and the sales team yet another, prospective customers will be confused. Confused prospects don't buy. Uniform and consistent messages are powerful. They give your team an indispensible guide with language to create effective proposals, marketing and PR materials, presentations, Web site text, and other public communication. Your message document need not be complex -- 2-3 pages is standard. It should include four parts:
- The ID graph: This is a single paragraph that describes your organization. It should answer the question "What Can You Do For Me?" It is often used at the bottom of press releases under "About XYZCo."
- The Elevator Speech: Keep it to two floors. You should state specifically how you can help your elevator-mate's organization succeed (that's what they really want to know when they ask "So what do you do?)
- Must Say Messages: The five or six most important messages everyone in your organization should know by heart and use in ALL communication. When you do a pitch meeting, for example, you should weave them into your presentation. And, the only reason to do a media interview is to get your messages out to your audiences via the reporter.
- Main Messages: These comprise a couple of pages of detail about your organization/services/products/issue that everyone on your team can cut and paste into proposals, presentations, brochures, articles, letters, Op-Eds, factsheets, marketing and sales materials.
Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences.
An Example of Effective Marketing
I think a great example of this marketing technique is an auto dealership that sells a certain make of cars. The most effective marketing using simple consistent language from the first thing the consumer sees and hears about the cars and the dealership until they drive off the lot is what will sell the most cars. It also empowers sales people with the marketing and other tools they need to persuade the client to buy from them.
Effective marketing is simple and consistent.