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Every month presents a new opportunity to focus on finding fresh ways to market your products or services. Need a fresh perspective? Give me a call. As your marketing writer, I'm here for you.



GOT FOCUS?

It slices! It dices! It provides insurance for your business and treats for your dog!

What’s wrong with this message? It’s trying to sell too many things at once. In fact, its message is so broad that it’s confusing. What in the world is being sold here?

One of the keys to successful marketing is to focus your message. Don’t try to promote too many things at once or combine too many ideas into one advertisement. Even if you have multiple product lines, it’s not necessary to mention all of them in every communication.

To take a targeted approach and zoom in on what’s important to your potential customers, start by answering the following 3 questions:

  1. What Are You Selling? Always focus on the benefits of what you’re offering. People want to know how your product or service will solve their problems, meet their needs or improve their life.

  2. Who Are You Selling It To? Most products or services have more than one target audience. For example, my food allergy books are targeted at parents of children who have life-threatening food allergies – but I also sell to people who buy the books as gifts, librarians, book stores, and more. Who are you targeting in this particular marketing piece?

  3. What Will Appeal To These People? Which of your products or services will be of the most interest to this target audience? What benefits should you emphasize? A caterer might highlight their “healthy food at reasonable prices” when marketing business lunches to corporations, but focus on “elaborately displayed gourmet food” when talking to brides-to-be.

Trying to be “all things to all people” can lead to confusion and/or an overly generic marketing piece. Focus your message for great success.





What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon