In the world of business, marketing is universally acknowledged to be one of the essential exercises and skillsets required in order to ensure professional success, get goods and services sold, and even maintain a decent professional reputation.
Ultimately, while the specifics of marketing will vary dramatically based on whether the field in question is CFD trading, retail, or any number of other things, there are always going to be certain core marketing principles that remain consistently relevant.
And, of course, successful marketing is – in and of itself – all a matter of effective communication.
Here are a few key components of effective marketing communication.
Understand the dilemma the client is facing, and describe how you can help them deal with it
Sometimes, when trying to sell a prospective customer or client on the benefits of a product or service, people get bogged down in technical details as a means of trying to convey as much unique information as possible, as quickly as possible.
Bombarding the prospect with a bunch of jargon and a broad range of specifications tends to completely miss the point, however.
When all is said and done, people don’t make purchasing decisions because of these criteria, but because of an underlying dilemma or need that these criteria may be seen to solve or address.
Effective marketing communication, therefore, relies first and foremost on being able to identify and understand the particular dilemma the client is facing and then describing how you can help them deal with it, using your services or goods.
Emphasize authenticity and sincerity, not just the appearance of those things
We live in a time that is absolutely saturated with marketing materials, marketing campaigns, and promotional content of all sorts.
One of the consequences of this is that the general public is savvier than ever before to the “standard practices” employed by marketers, while also being quite jaded to many of those practices, too.
What people increasingly look for with regards to marketing is genuine authenticity and sincerity. Companies who seem to be legitimately passionate about what they are doing, and whose marketing materials are not calculated to be manipulative, but are fun, informative, and communicative, are what people gravitate towards.
For effective marketing communications, emphasize authenticity and sincerity, and not just the appearance of those things either. To the best of your ability, be authentic and sincere.
Communicate as simply as possible, and utilize visuals as well as text
The more complex your marketing communications, and the more points you try to simultaneously address, the higher the likelihood that your message will be lost and that the person who is receiving the communication will essentially “tune out.”
To market effectively, you want your marketing communications to be as straightforward and “punchy” as possible. You want to get straight to the heart of the subject rather than beating around the bush.
One great way of achieving this is to utilize effective visuals as well as text. As the saying goes, “a picture is worth a thousand words.”
Image credit: Pixabay CC0 License