Marketing Exists For One Reason Only: It Must Support Sales
Here’s what drives my creative approach for clients:
If you have a product that should stand out,
don’t let it blend in with all the others out there.
What makes your company different is what makes you money.
And yet, many businesses continue to convey messages that are commodity based. Differentiating your marketing messages is what draws prospects through all four phases of a purchase.
A C I P
Attention
Consideration
Interest
Purchase
You must communicate your differentiation as the only logical choice to buyers.
Your marketing should:
- Create your true differentiated story.
- Define your product’s extraordinary competence that few others can master.
- Support customer cost benefit with the uniqueness your product provides.
- Highly differentiate marketing messages.
- Confidently arm your salespeople.
- Align people to collaborate and bring meaningful solutions.
If your product could talk to you:
Hello, it’s me. Remember me?
Your product.
I see you are all busy with improvement programs. But I admit I’m a bit put out. I know there’s other products out there claiming to do what I do, supposedly as good as I do. But that simply isn’t true.
In fact, I heard our VP of Marketing actually say that one of our customers is buying what they think is the equivalent of me, from our competitor. Can someone hand me a Tums, how awful is that? I’m bragging here, yes! I’m superior to every product in my category and worth a higher price on every level.
I’m really upset that I am being described in a way that makes me come across as a commodity out there. Where’s my amazing story with the intellectual and emotional appeals, authenticity; my uniqueness?
“It’s illogical! We’re spending on research, engineering, sales, equipment and all of it. Where’s my benefit, from all that LEAN and Kanban and self-improvement? When was the last time you all sat down to assess what you created me to offer out there, and how to communicate it powerfully?
I see marketing messages about me out there and I wonder, who are they talking about? Am I living in a sequel to the Body Snatchers movie?
I’m your product, the external delivery of every sales and marketing promise you make. Well, that was quite a rant, and I don’t mean to be harsh or insulting. I’m calling for help to get back on a pedestal where I belong and so do you.
Unless your salespeople have one of these…
in their closet, they need compelling, differentiated, marketing messages to set them apart!
Al Pirozzoli, Creative Director
203.232.5527
pirozzolimarketing@gmail.com