Good marketing, whatever form it takes, always meets certain criteria. That’s what makes it good. You can probably spot good marketing a mile off when you look at other companies’ promotional materials, adverts, videos and flyers? It just jumps off the page at you and makes you want to know more. But how can you tell if your marketing is doing this for your potential clients and customers?
The following 10-Point checklist will help you determine if your marketing is effective.
I challenge you to evaluate one of your recent ads, promotions or other marketing activities to see how it measures up.
Do you have a specific objective for the marketing?
If you don’t know what your marketing is designed to achieve, then how will you know if it was successful? Always have a plan and an objective for everything you do.
Does it focus on the solution or benefit you provide?
Too often adverts simply list product or service features, and don’t focus on the needs of the prospective customer. Don’t make your prospects work that hard to figure out how your product or service can help them. Tell them straight out.
Does it have one, clear message?
What’s the one message you want to communicate? Make sure you know what that message is then make sure that it’s not buried in too much information or it may not get across.
Is it focused on one, specific group of prospects?
Do you know who you are talking (and marketing) to? Make sure your marketing is targeted at one, specific group of prospects – it’s the only way to make sure you are addressing their needs.
Is it written in language these prospects can relate to?
If you want your message to resonate with your prospects, make sure it speaks to them, both in content and in the tone and language you use.
Does it feature your Unique Selling Proposition?
This is the ONE thing that sets you apart from every other product or service your prospect could possible buy to fulfill the same need. It better come across loud and clear in everything you do
Does it have one, compelling point of focus?
Did you ever see an advert with so many things in it you didn’t know where to look first? Your prospects won’t know either if you try to cram too much into your ads or promotional materials.
Does it accurately communicate your business’ personality?
Your business has a personality and everything you do should reflect it. You want your prospects to feel like they “know” you. If you change your personality every week, they won’t come to know and trust you. Define your personality in your own mind and make sure that your business materials speak with that voice.
Does it give prospects more than one reason to respond?
Not everyone is ready to buy, or take the one, primary action you want them to take. Make sure you give them the possibility to leave contact details and/or come back later, or they are simply a lost lead.
Does it give prospects more than one way to respond?
Make it easy and convenient for prospects to take action. What if you only offer an email or web site address and someone doesn’t have computer access, or they’re away from their office but they want more information right now?
Go and take a look at your advertising right now, and let me know what you found out .