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To craft a marketing message that promotes your product or services, you need to clearly articulate what you have to offer. Your customers need to know why they should choose your business over the millions of others that exist.<\/p>\n
\u201cCan you hear me now? Good!\u201d<\/p>\n
I\u2019m a marketing fanatic as many of you know, so I appreciate great ideas that are communicated brilliantly. Verizon\u2019s cell phone television ad campaign articulated and took advantage of a simple but powerful truth. With other cell phone carriers, a lot of people experienced the frustration of dropped calls in the middle of important conversations.<\/p>\n
Verizon basically said, “You\u2019ll never have to worry about that with us”. Every commercial showed the same Verizon field test guy in the most remote areas of the country still being heard on his cell phone.<\/p>\n
The number of Verizon subscribers jumped from 32.2 million at the start of that campaign in January 2002 to 43.8 million over the next two years. They also poured billions into their network infrastructure, and they continually invested in what they said they would deliver on\u2014 fewer dropped calls anywhere.<\/p>\n
I\u2019m not a Verizon spokesman or advocate, I just use the example to illustrate the power of a simple marketing message communicated to bring in more customers and more money. The money is in the marketing message. Great marketing and promotion are how you get customers to your business, and customers are how you get more money.<\/strong><\/p>\n This is exactly the problem most businesses have, though\u2014communicating what they do and how it benefits their potential customers in a clear and concise manner. It\u2019s one thing for you to know what you do, who you help and how they benefit, but it\u2019s quite another thing for other people to know the same thing.<\/p>\nHow to Communicate Clearly and Effectively<\/h3>\n
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