The first paragraph of an article is often a summary of its content, providing a snapshot of what the reader can expect. In this case, the article explores the common tendency among marketers and salespeople to launch into a spiel about their product or service without considering the customer's needs. It emphasizes the importance of understanding the customer's problems and tailoring the marketing message to address these issues. The article also highlights the effectiveness of a one to two-page marketing summary that captures the customer's interest, identifies their problem, and proposes a solution.
Often, marketers and salespeople are eager to talk about their product, their company, and what they have to offer. However, this approach can be ineffective if it doesn't take into account the customer's needs and wants. The more seasoned marketer will tailor their message to respond to a specific customer problem, rather than delivering a one-size-fits-all sales pitch.
Many customers are wary of aggressive sales tactics. What they respond well to is a succinct one to two-page sales summary that immediately piques their interest, resonates with their problem, and suggests a solution. Understanding your clients' problems is crucial to selling. If there were no problems, there would be no need for solutions. And without a need for solutions, your business would be obsolete.
For instance, if you're marketing and selling light bulbs, your problem identification part of the summary might start with, "Struggling with poor lighting?" Once you've got the prospect's attention, it's time to reassure them that a solution is available. Discussing what life would be like if their problem was solved can generate genuine interest. Using the light bulb example, you might say, "Studies show that adequate lighting significantly enhances productivity and enjoyment."
Often, a prospective client understands these first two items of the Marketing Summary and feels that the obvious is being stated. If this is the case, they might wonder why they haven't acted on solving their problem. For the light bulb example, you might say, "Many people don't know where to find the best light bulbs for their needs."
No marketing effort is complete without a call to action. Whether it's a TV commercial or a one to two-page summary, instructing your prospective client on what to do next is essential. For instance, "Bright Lights Inc. has been illuminating homes worldwide for years. Visit our website or schedule a free consultation to discuss your lighting needs."
In today's world of information overload, clients appreciate concise, scannable information. A one to two-page Marketing Summary can be a highly effective tool for marketing your business, products, and services.
About the author: Alfred J. Lautenslager is an award-winning marketing and PR consultant, direct-mail promotion specialist, and entrepreneur. He has helped hundreds of businesses succeed. He is the president and owner of The Ink Well, a commercial printing and mailing company in Wheaton, Illinois, and the principal of Marketing Now, a marketing consulting firm. He can be reached through the websites www.prforprofits.com, www.marketforprofits.com and www.1-800-inkwell.com or by e-mail at al@prforprofits.com.
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