Subtle adj. Showing or making, or capable of showing
or making, fine distinctions of meaning.
How many times have you been told that: great marketing has
to be "off the wall"; your message really needs to "knock-out" your
audience; you have to be loud to stand out from the crowd.
Consumer marketing tactics are frequently about big-budget, high-impact
campaigns. But if you're selling services to other businesses you
might want to consider a different approach.
Often it's the subtle message that makes a difference. Not one that's
really loud, but one that really hits the mark with the audience.
Sometimes you need to fine tune your marketing message in subtle ways
to make a bigger impact.
The
sort of subtleness I'm talking about could be:
Using
industry specific terminology in messages.
Using the right tone of 'voice' in communications.
Participating in the most appropriate trade events.
Providing information that demonstrates insights into client problems.
Recognising key phrases during the sales process and responding
specifically to them.
Talking about results in terms the particular reader/listener
will understand.
You should think about the benefits of preparing different versions
of your standard promotional message. Pay attention to the specific
audience of the particular marketing activity you are implementing.
Subtleness = Understanding. Clients will recognise your understanding
of their situation or industry and you will be viewed as a specialist.
A strong benefit of this approach is that - as a specialist - you
can avoid being perceived as a commodity. Consequently you are in
a much stronger position to close the sale without being pressured
into price concessions.
For example, on a web site describe your services in different ways
to appeal to different types of clients. If you need a brochure to
use with a variety of client types, consider segmenting the information
so you can demonstrate benefits in a relevant way.
The key is to pay attention to the little things
that make a big difference. A great article on how email messages
can be customised in subtle ways can be found here.
This subtle approach can easily be used in personal presentations.
You may have one "30 second introduction" or "elevator pitch" that
you use at a general business networking event. You could also have
another version of your introduction to use at a meeting of colleagues
within your own industry.
Take up the challenge to be subtle. It works.
Get listed in
Yahoo! search. $25 bonus. About the Author:
Stuart Ayling of Marketing Nous specialises in effective marketing
for service businesses. He helps clients in Australia and New Zealand
to improve their marketing, get more clients, and increase revenue.
For additional marketing resources, including Stuart's popular monthly
newsletter, visit his web site at www.marketingnous.com.au
Read
this newsletter at: http://www.MarketingNewz.com/2004/0310.html
Internet marketers should not have to worry
about protecting their livelihoods from a big company like Symantec
that bundles overly aggressive, default ON ad blocking technology
in with security products that play into surfer’s fear
and are just supposed to keep the web safe. ...
By
Stuart Ayling
Using
industry specific terminology in messages.