5 Reasons Your Marketing Communication is Falling Flat

One of my associates sent me a promotional emailwhere they are. That gives them hope that what you
she'd received. "I know this marketing communicationare offering aren't the same old tired solutions that
doesn't work," she told me, "but why doesn't this makethey've heard of before.In this marketing piece, I would
me want to buy?" I took a look, and what I saw washave 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 intentionsourselves?" "Why is renewal needed now more than
behind it, but the words just lay on the page like tiredever?" Even something as simple as "The harder we
puppies. Worn out. No zip. No life.As solo businesswork, the more we need quiet, open space to
owners, we are often at a loss to understand why ourrecharge 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 recommendDelivering 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'tspecific outcome to offer them, the communication
get much payoff from more exposure. Once yourshifts. Your reader is no longer asking, "Am I
words really speak to people, you'll get more bang forinterested?" She is asking, "Do I believe this person can
your buck from more marketing activity or betterdeliver on what they are promising?"Testimonials are
alignment.Here then, are the top 5 reasons yourone 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 weyou lead them step by step to the destination you've
aren't clear on the ultimate outcome that we arepromised. When the way you deliver is a mystery,
delivering, we sometimes try boosting our appeal byyou're asking people to take a big leap of faith. When
offering to deliver everything under the sun. In thisyou 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 differentare promising.For example, if the woman offering the
ideas my poor brain can't wrap around it all. There's noretreat 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 awould have immediately believed more strongly that
lot from this experience," I walk away thinking, "I amshe 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 toyou are, how you see yourself in relationship to the
you!"When we try to be a fit for everybody, we endworld, and how you feel about your work. Since so
up being a fit for nobody. Even when we think wemany creative professionals say they hate marketing,
believe in the law of attraction, our words often reflectit is a surprise that the communication they write
our indecision or confusion about whom we want tocomes across as strained and tense?On a gut level,
reach. One sure sign that you aren't clear? Whenyou readers will feel if you are writing from the place
there are no concrete "identifiers" in your copy. Byof consuming excitement about what you offer or
identifiers, I mean phrases like "as a working mom," "asfrom a place of caution and ambivalence. The more
a business owner," "in the workplace," "navigating theyou let your words carry your passionate and
world of academia." These concrete markers confirmfull-hearted energy, the more your message will have
for the audience that your marketing communicationan indefinable "something" that stirs the readers' soul
was written for them. It makes it personal.3. No Newand sparks their interest in what you offer.Copyright
Insight into Your Audience's StruggleIt's no longer2004-5. Isabel Parlett. All rights reserved.Isabel Parlett is
enough to let your audience know that you feel theira cutting-edge communication expert who helps
pain. You have to quickly demonstrate that you haveinnovative professionals stay current with the changing
valuable insight into that pain. That you've made somelanguage of business.
connection they haven't about why they are stuck