Put Your Marketing To The So What Test

Put Your Marketing To The So What Test



Put Your Marketing to​ the​ So What? Test
Want to​ get Better at​ your Marketing today?
For many service business owners,​ marketing can be a​ real mystery .​
We don't really know exactly how it​ works .​
We're not real sure about what works best for us .​
And probably because of​ some past frustrations,​ we're not even sure where to​ start .​
Most seem to​ at​ least have a​ notion of​ what's involved in​ marketing...a web site,​ Yellow Pages advertising,​ brochures,​ direct mailings,​ networking,​ seminars,​ trade shows,​ etc .​
But if​ that's all it​ took,​ wouldn't we all be attracting enough clients?
I'm sure you've tried one or​ more of​ these things at​ least to​ some degree .​
And I'm sure you've had at​ least some successes now and again .​
But are you​ able to​ make it​ work consistently for your business?
If not,​ what could be going on?
First,​ let's agree to​ a​ definition of​ marketing .​
Here is​ my favorite one for small,​ service-based businesses:
Marketing is​ the​ use of​ strategies to​ generate a​ constant supply of​ high-quality leads for your service business .​
Simple to​ understand and speaks directly to​ the​ results we want .​
OK,​ so doesn't this definition take us right back to​ what we said we already knew about marketing.. .​
a​ web site,​ Yellow Pages advertising,​ networking,​ etc.? Well maybe,​ but first it's important to​ understand why your current marketing activities aren't producing consistent results .​
Put your message and materials to​ the​ So What? test .​
Start with your core marketing message .​
Pull out your most frequently used marketing tool and read it​ out loud .​
Put it​ to​ the​ So What? test .​
After you​ read it​ out loud,​ is​ it​ possible that your intended audience could respond with.. .​
So What?.. .​
Why do I​ care?.. .​
or​ What's in​ it​ for me? If your message doesn't tell your intended audience what solutions you​ are providing to​ address their issues/problems/challenges,​ and how it​ relates to​ the​ benefits they'll receive from your services,​ then a​ So What? response is​ exactly what you​ might expect .​
Messages and materials that are all about who you​ are and the​ history of​ your company and what services you​ offer and why you're so qualified to​ provide these services and how you​ partner with your clients to​ achieve superior results,​ etc .​
are likely to​ fail the​ So What? test .​
Challenge all of​ your current marketing materials .​
Remember,​ it's the​ intended audience that counts .​
What's in​ it​ for them? Why should they care?
Listen,​ if​ your marketing is​ consistently generating all the​ high-quality leads you​ can handle,​ then don't change a​ thing .​
But if​ you​ haven't quite figured out how to​ generate a​ constant supply of​ leads for your service business,​ then you​ owe it​ to​ yourself to​ challenge your current marketing tools by putting them to​ the​ So What? test .​
Try these ideas:
* Challenge all of​ your marketing tools that aren't contributing to​ consistently generate leads for your service business - even the​ ones that have worked in​ the​ past .​
Could you​ improve the​ message and get a​ higher return? Put it​ to​ the​ So What? test .​
* Try the​ X's and O's test (especially with the​ last letter you​ wrote) .​
Mark an​ X every time your marketing piece mentions your name,​ company name,​ or​ the​ words I​ or​ me .​
Mark and O every time it​ mentions the​ prospects name,​ company name,​ or​ the​ word you​ or​ your .​
If the​ X's outnumber the​ O's,​ rewrite it​ before using it​ again .​
* Try gathering up a​ group of​ people you​ can trust to​ give you​ very honest feedback .​
You're not just looking for proof readers,​ but individuals who will give you​ honest feedback on​ whether your materials pass the​ So What? test .​
* Be prepared for some negative feedback,​ but more importantly,​ be prepared to​ do something about it .​
* Don't just accept opinions,​ but try to​ get down to​ realistic response .​
For example: I​ think this part is​ too wordy and detailed .​
(opinion) versus I​ got pretty lost and confused with the​ level of​ detail in​ this part .​
(response)
* Remember that it​ is​ the​ intended audience that counts .​
If it's not clear who the​ message is​ intended for when it's received,​ then how can it​ pass the​ So What? test.




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