Friday, January 16, 2009

Does Your Message Pass The "So What!" Test?

As you are writing your marketing message, it is critical to make sure your message passes the "So What!" test. If you ask it enough, you will get down to the real reason your potential customer should do business with you.

Many marketing messages miss the mark on what is really important to their customer. Digging deeper into some of the stated features will help you really tap into the emotions and need of person hearing your message.

A few things to say "So What!" to:
  • Locally owned & operated
  • In business since ____
  • We are / have the largest
  • We are #1 in ______
  • Lowest prices, guaranteed
  • Just off the freeway

You get the picture. Digging deeper into the the "So What!" statements will help you get to the real story of what makes your business special. You may need to ask "So What!" a couple of times, but when you get down to the real story of your business you will truly see what sets you apart. At that point, you will begin to see stronger results from your marketing efforts.

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