| One of my associates sent me a promotional email | | | | where they are. That gives them hope that what you |
| she'd received. "I know this marketing communication | | | | are offering aren't the same old tired solutions that |
| doesn't work," she told me, "but why doesn't this make | | | | they've heard of before.In this marketing piece, I would |
| me want to buy?" I took a look, and what I saw was | | | | have liked to have heard answers to questions like |
| familiar and sad. The promotional piece was for a | | | | "What is it that leads us to be so disconnected from |
| weekend retreat. I could feel all the good intentions | | | | ourselves?" "Why is renewal needed now more than |
| behind it, but the words just lay on the page like tired | | | | ever?" Even something as simple as "The harder we |
| puppies. Worn out. No zip. No life.As solo business | | | | work, the more we need quiet, open space to |
| owners, we are often at a loss to understand why our | | | | recharge our batteries" would have made me go, |
| words aren't getting a better response. Although an | | | | "hmm, could that be true for me?"4. No Visible Plan for |
| offer can fail for many reasons, I always recommend | | | | Delivering on Your PromiseOnce you've shown that |
| you look first to your marketing communication.Why? | | | | you know your audience, and you have a juicy and |
| Because if your message doesn't connect, you won't | | | | specific outcome to offer them, the communication |
| get much payoff from more exposure. Once your | | | | shifts. Your reader is no longer asking, "Am I |
| words really speak to people, you'll get more bang for | | | | interested?" She is asking, "Do I believe this person can |
| your buck from more marketing activity or better | | | | deliver on what they are promising?"Testimonials are |
| alignment.Here then, are the top 5 reasons your | | | | one way to establish credibility, but what testimonials |
| marketing communication may fail to strike a chord.1. | | | | don't do is create a picture for your audience of how |
| No Clear Focus for What You are Offering.When we | | | | you lead them step by step to the destination you've |
| aren't clear on the ultimate outcome that we are | | | | promised. When the way you deliver is a mystery, |
| delivering, we sometimes try boosting our appeal by | | | | you're asking people to take a big leap of faith. When |
| offering to deliver everything under the sun. In this | | | | you describe your logic, process, or philosophy in a |
| case? The retreat offered: renewal, creativity, | | | | limited number of steps, your audience can see how |
| connection, peace, appreciation of life, awareness, | | | | your steps or ingredients add up to the outcome you |
| balance, and self-discoveryPhew! It's so many different | | | | are promising.For example, if the woman offering the |
| ideas my poor brain can't wrap around it all. There's no | | | | retreat had listed the "five stages of renewal" or the |
| central theme or image I can use to fix in my mind | | | | "three ingredients of creative discovery," her readers |
| what she's offering. Instead of thinking "wow! I'd get a | | | | would have immediately believed more strongly that |
| lot from this experience," I walk away thinking, "I am | | | | she could deliver.5. No Fire in your BellyTo me, words |
| confused, and I wonder if the retreat leader is too."2. | | | | are transparent. They reveal every nuance of who |
| No Verbal Markers that Say "I am talking to | | | | you are, how you see yourself in relationship to the |
| you!"When we try to be a fit for everybody, we end | | | | world, and how you feel about your work. Since so |
| up being a fit for nobody. Even when we think we | | | | many creative professionals say they hate marketing, |
| believe in the law of attraction, our words often reflect | | | | it is a surprise that the communication they write |
| our indecision or confusion about whom we want to | | | | comes across as strained and tense?On a gut level, |
| reach. One sure sign that you aren't clear? When | | | | you readers will feel if you are writing from the place |
| there are no concrete "identifiers" in your copy. By | | | | of consuming excitement about what you offer or |
| identifiers, I mean phrases like "as a working mom," "as | | | | from a place of caution and ambivalence. The more |
| a business owner," "in the workplace," "navigating the | | | | you let your words carry your passionate and |
| world of academia." These concrete markers confirm | | | | full-hearted energy, the more your message will have |
| for the audience that your marketing communication | | | | an indefinable "something" that stirs the readers' soul |
| was written for them. It makes it personal.3. No New | | | | and sparks their interest in what you offer.Copyright |
| Insight into Your Audience's StruggleIt's no longer | | | | 2004-5. Isabel Parlett. All rights reserved.Isabel Parlett is |
| enough to let your audience know that you feel their | | | | a cutting-edge communication expert who helps |
| pain. You have to quickly demonstrate that you have | | | | innovative professionals stay current with the changing |
| valuable insight into that pain. That you've made some | | | | language of business. |
| connection they haven't about why they are stuck | | | | |