Use Consistent Messaging
Is the call to action on your services and contact page the same as in your brochures? Are you using it in your sales letters? Or will the person reading your marketing collateral be confused by mismatched messages?
There’s certainly something to be said for fine-tuning and adapting your messaging for different markets if you are targeting distinct niches. That said, a coherent marketing and communication strategy will typically involve some key language that is repeated again and again and… you get the idea.
The other important thing to remember about consistency is that you have to let the campaign run its course before switching things up. Sure, after a pre-determined point, you’ll need to start using feedback from your customers to tweak or even remake your key messages.
I once worked for a boss that ordered me to switch up our key messages on an almost daily basis according to feedback from individual customers or individual staff members in different departments. Rather than tweaking the key consistent message for those niche clients, the strategic message kept changing, requiring changes throughout all online and print materials. The end result was massive frustration and confusion for both our clients and my own department.
Long story short: Being strategic about marketing means being consistent and repeating your message over time. If you have confidence in your messaging, let it prove its worth.
Contributed by Jonathon Narvey, President of www.writeimage.ca
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