Does Your Marketing Pass This 10-Point Test?

Good marketing, whatever form it takes, always meets certain criteria. That's what makes it good. The following 10-Point checklist will help you determine if your marketing passes the test. I challenge you to evaluate one of your recent ads, promotions or other marketing activities to see how it measures up.

1) Does it focus on the solution or benefit you provide?

Too often ads simply list product or service features. Don't make your prospects work that hard to figure out how your product or service can help them. Tell them straight out.

2) Does it have one, clear message?

What's the ONE message you want to communicate? Make sure it's not buried in too much information or it may not get across.

3) Is it focused on one, specific group of prospects?

Do you know who you are talking (and marketing) to? Make sure your marketing is targeted at one, specific group of prospects - it's the only way to make sure you are addressing their needs.

4) Is it written in language these prospects can relate to?

If you want your message to resonate with your prospects, make sure it speaks to them, both in content and in the tone and language you use.

5) Does it feature your Unique Selling Proposition?

This is the ONE thing that sets you apart from every other product or service your prospect could possible buy to fulfill the same need. It's what's unique, different and valuable about your product or service. It better come across loud and clear in everything you do.

6) Does it have one, compelling point of focus?

Ever see an ad with so many things in it you didn't know where to look first? Your prospects won't know either if you try to cram too much into your ads or promotional materials.

7) Does it accurately communicate your business personality?

Yes, your business has a personality and everything you do should reflect it. You want your prospects to feel like they "know" you. If you change your personality every week, they won't come to know and trust you. And consumer buy from those they know and trust.

8) Does it give prospects more than one reason to respond?

Not everyone is ready to buy, or take the one, primary action you want them to take when they see your ad. Make sure you give them another reason to respond, or they are simply a lost lead.

9) Does it give prospects more than one way to respond?

Make it easy and convenient for prospects to take action. What if you only offer an email or web site address and someone doesn't have computer access, or they're away from their office but they want more information right now? You've lost them. Don't let this happen to you.

10) Do you have a specific objective for the marketing?

If you don't know what your marketing is designed to achieve, then how will you know if it was successful? Always have a plan and an objective for everything you do. That way you can design it to work and measure whether or not it did.

© Copyright 2005 Debbie LaChusa

20-year marketing veteran, consultant, author, teacher and coach Debbie LaChusa has developed The 10stepmarketing System to help small business owners successfully market their business, themselves. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com

---

After Your Postcard Mailing: Follow Up with Finesse

I've heard a lot of people lament the fact that... Read More

There?s More to Marketing ROI (return on investment) Than Meets the Eye

All too often people look at marketing ROI in terms... Read More

One-Two-Three Punch Marketing

Printed material is just as important today as it was... Read More

Fundraising Letters Are Easier To Write With AIDA

Learn a lesson from professional direct mail copywriters. They follow... Read More

Business Promotional Items ? How to Stimulate Word of Mouth Advertising

If the promotional items you give out end up in... Read More

The Marketing Secret Every Child Knows

Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More

How to Profit from Your Expertise (Part 1 of 2)

Are you looking for a natural way to market your... Read More

Successful Surveys: 10 Tips for Better Results

Why would you use an email or online survey when... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

New Years Revolution

No, that's not a typo in the title. Resolutions are... Read More

Referrals . . .The Secret Weapon

Are you getting referrals from you customers? If not, you... Read More

The Great Direct Marketing Conundrum

Many a home business owner has spent sleepless nights thinking... Read More

Boost Your Direct Mail Response Rates with Mapping Technology

On Superbowl Sunday, Domino's Pizza delivered more than 900,000 pizzas-and... Read More

How You Can Make Money From Competitors Easy

Are you market products and services using PPCs? PPC Advertising... Read More

Loan Officer Marketing ? Why Realtors® Don?t Read Your Brochures

When you place brochures from every mortgage company side by... Read More

Direct Marketing Puts Information In The Buyer?s Hands

Direct marketing is advertising from a manufacturer or front-end supplier... Read More

Marketing Tips- Who Are You Competing With?

Before you can market, you need to know who you... Read More

The Importance of a Marketing Plan

There aren't many things in life that you would get... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More

Pay for Performance Pricing Models for Search Engine Optimization

I do think that it is entirely possible for an... Read More

How Price Gouging Can Hurt Your Business

"Price gouging" is an emotional, inflammatory term. Everyone is against... Read More

Top Ten Blunders Exhibitors Make in Expos/Tradeshows

Triple your response from expos by avoiding the top ten... Read More

Why You Buy

Behavioral economics is a new science that sheds light on... Read More

Marketing is More Than a Token Process

"Necessity is the mother of invention!" The first time I... Read More

Features vs. Benefits vs. End Results

If you've been in the copywriting realm for very long... Read More

Six Essential Principles for Marketing to Women Business Owners

Marketing to women entrepreneurs is not difficult. You just have... Read More

The Testimonial Writing Machine

Almost every small business marketer knows that they should gather... Read More

Your REALTOR® Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

How to Turn Your Marketing Into a Money-Making Machine - Examples of solid Marketing

As Claude Hopkins presented in his Scientific Advertising many decades... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

Boost Your Business With Testimonials

When used correctly, testimonials can boost your response dramatically. They... Read More

Networking Basics Turn Yourself Into A Profit Making Giant

I would like to introduce you to one of my... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is... Read More