Tuesday, February 16, 2010

Coming out of the fog.

This morning the fog is burning off of the Teton Valley & surrounding mountains outside my window. I'm working remotely at our place in Victor, Idaho. As the fog burns off, I am gaining some clarity of my own. So much of the work we've been doing lately at Allegro is about clarity.

As we work on developing on-demand marketing software applications, create websites, even write and redesign collateral materials - clarity becomes paramount. In today's marketing world, consumers are busy, skeptical, and overwhelmed. Push marketing has given way to go-out-and-find-exactly-what-you-need marketing. More than ever, we must say quickly and clearly what is great about a given product or company.

I have been working with some new recruits on writing pitches and press releases lately. Once again I remind myself - and them - that we must answer the critical inquiry: Who cares?

For any marketing communication you are crafting, I dare you to ask that question. Read what you just wrote - then say to yourself in a jaded, 14-year old's voice - SO? If you are able to answer that challenge, to quickly get your reader's attention and make a bold statement, then you have a chance at cutting through the clutter and getting some action.

Happy marketing!

1 comment:

Sage Aumick said...

Every small business owner wants to have, at least, a good estimate of their target demographic. A good way to do this is to create a web page online, or create something that can attract potential or curious consumers. For example, feed your consumers with lots of knowledge by making an informative website about your products. Make it clear and simple, but make sure that there are useful facts about it.