Marketing Messages

Making Them Simple But Powerful

Marketing messages play an important role at the start of a conversation.

"So John, what do you do?"

"I'm a process engineering consultant."

"Oh that's interesting!" says the listener.

I say "listener", but did he hear and more importantly understand what you said?

Where are the marketing messages in this discussion about what you do? Nowhere! Without strong marketing messages, there is little prospect of generating any sales leads. Yet, whenever I, or indeed anyone else, asks consultants what they do, 99% of the time they answer what they are, not what they do.

Why is there this response? Is it pride, dare I suggest superiority? Or is it just conditioning?

Marketing messages should say what impact you have on the client

"Are your marketing messages short and to the point?", asks Will Kintish

Article 7 of 10 in the
Lead Generation Techniques Series

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To the listener it's a turn off and the potential new contact will more than likely make his or her mind up about the person they have just met. Unfortunately, perceptions are reality!

People buy benefits and solutions. No one buys because of what you think is important. This is my introduction.

"I help businesses to increase their fees by showing them how to network effectively and with confidence"

For your message, ensure your first answer leaves the listener wanting more. Why can't you say:

"I help my clients to...."

It won't be easy at first, but with practice, who knows what can be achieved? Networking doesn't work when the general perception of the public towards consultants is emphasised by a dull, complex and dreary introduction.

Consider your own approach:

When you are asked what you do, do you:

Say what you are?

Say what you do for your clients?

If you are prepared to answer this question by saying what beneficial impact you have on clients' business, then you have laid a great foundation to generate sales leads. But don't try and sell. The next step is:

engaging in friendly small-talk