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Key Ingredients for successfully marketing your business:

1. What's your point of difference? Lets get the hardest one out of the way first. We've all heard of USP (Unique Selling Proposition) - if you have a strong USP you will have a strong business. The reality is though that most businesses don't communicate their USP, but EVERY business is UNIQUE and must find that uniqueness and communicate it to make your marketing strong. Your USP could be speed of delivery, quality of product/service, product lifetime, guaranteed results or anything that is of importance to your market.

If you haven't found your USP yet, put it at the top of your priority list. It can transform a business.

2. Sharing the right message with the right target market. Successful marketing is about clearly identifying your target market(s) or Niche market(s). Using a one-fits-all approach reduces success, confuses prospective customers and costs more to market your business.

Identify your niche(s) and the message that each of these niche(s) can relate to. Most businesses have more than one niche market and it's important to send the right message to each of them and not use the same message for all of them.

3. Using Headlines in your marketing. Most marketing has only a few seconds to grab interest - whether it be letters, leaflets, printed ads, radio, email, websites etc. If you don't use a strong headline that grabs attention and instantly identifies with your audience you've wasted your time.

Imagine reading a newspaper - the first thing you read is the headline. If it doesn't interest you then you ignore it. It's exactly the same with your marketing material - your headline needs to grab attention.

4. Talk about the benefits of your product / service. Customers buy our products & services because of the benefits they offer - i.e. it satisfies a need/desire and solves their problem. For example, a feature of my service is "Low Cost Marketing" but the benefit to my clients is "Increased sales & profits for little or no marketing cost".

Make sure your marketing talks about benefits, and not features.

5. The power of a good offer. This is an extensive area to cover, but in a nutshell - is there something you can offer that is so attractive it makes it easier for prospective and current customers to take action? We're all fed up with 10% & 50% off - it means nothing anymore. What can you do that is different and irresistible?

Spend time working this through, do your sums and look at the bigger picture too.

6. Do you need to guarantee? Different products / services come with different "risks" or concerns. If your product/service is good isn't it only fair that you overcome these actual or perceived "risks" or concerns for the benefit of your customers? If yes, then you need to include this detail in your marketing and remove their concerns up front. This instantly increases response.

7. Do you use Evidence? If your product/service makes certain claims then you'd better back them up. You can use case studies, customer examples, testimonials or reports to back-up the claims you make in your marketing material.

8. Tell people what to do, and they usually will. Also known as the "Call To Action" your marketing material must always tell what they should do, or what will happen next. Telephone, Call-In, Visit Website, Email, Fax etc.

So there you have our Top 8 Tips for improving your marketing material. Use this as a checklist for your marketing material. We'd suggest that if you're not currently using 6 or 8 of these strategies in your marketing material then you have the potential to improve your marketing success.

Darver Marketing & Business Consultants work with small and medium sized businesses (sme's) in Ireland, Northern Ireland and UK to develop best practice business solutions for responsible and sustainable growth.

We have built a reputation working very hard for the success of our clients businesses across a wide number of sectors including construction, professional services, food, health and beauty, renewable energy and manufacturing.

KRD Entertainment - Marketing

Mad Men, tracking the lives of the advertising men of Madison Ave in New York City is one of my favourite television shows. You shouldn't take advice on how to advertise a business from this show though. Their ideas are antiquated in a society with smart phones and the internet.

Marketing, PR and advertising has changed and is still evolving. I outline below three trends that are changing the way that people promote their business. If you are stuck in the old ways- using yellow pages, classified ads in the newspaper or advertising on radio or television then you need to keep reading this article. These techniques can no longer be used in isolation. Here is how business promotion is changing:

Convergence of online and offline techniques- If you advertise on radio, consider driving people to your website instead of advertising your phone number. Websites are easy to remember and people often get online anyway to try and find out more information. You could advertise your website in newspapers or on flyers. Having said that, you may also just want to stick to online advertising and avoid offline advertising altogether. SEO and PPC are very cost effective ways to reach a wide audience (worldwide in theory) for little money. In fact, many SEO techniques just require your time.

Increasingly social and 2 way- There are more than 500 million registered Facebook account users worldwide. You must assume that some of your own customers and prospects are there. You need to set up a Facebook Fan Page so that you can keep in touch with your customers online. You should also set up a blog to fill with useful content (not just advertising or press releases) and you should also set up a Twitter Feed. All of these techniques allow you to reach out to your audience without relying on mediated communications through the mainstream media. However, if you do use social media and social networking sites, you must make sure that you do correspond with your audience. If they ask you a question, make sure that you respond.

Mobile Internet and apps- I recently read a study that suggested that by 2014 more people will be accessing the internet via smart phones and through mobile phone applications. As such, it may be time to look now at how you can implement this in your business.



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