Are You Sending the Right Message?

by Don Kyle

Over the years, I have seen business after business sending their messages to their markets.  But are they the right messages?

Quite often, a message sent through ads and promotions does not match what your company offers or the audience you target.  For example, if you are a family oriented restaurant, does it make sense to advertise in a media channel that focuses on singles?  Or, if your business caters only to other businesses, would you advertise to the general public?

What you say, and how and where you say it can be the difference between an effective message and a total waste of your hard-earned money.

Here are several things you should keep in mind as you develop or update and then send your business message.

1.  If you are currently using an established theme or message, take a hard look at it to make sure it matches what your business actually does.  Solicit input from your employees, customers and outsiders as you do this.  If your message does not fit or match, create the right message.

2.  Does your message include a call to action?  If not, you shouldn’t expect prospective customers to take action.

3.  Is your message effective?  Are you getting results from your current advertising and promotional strategy?  If you are not currently keeping track of why and from where your customers come, now is the time to start.

4.  Analyze where you are currently sending your message.  Are you using advertising vehicles and tools that are going to your desired markets?  If not, why not?

5.  Once you have prepared your ideal message and where your target markets are, select the optimal media channels and tools that will allow you to send your message.

You should now be prepared to send your message and begin monitoring its effectiveness.  If after giving your new or revised message ample time to penetrate your target market, alter your future messages as necessary.  However, don’t be too hasty in making changes as profitable results rarely occur immediately.

Please feel free to contact me if you have any questions about how to prepare the right message for your business or any other questions related to promoting your company.

Don Kyle is the CEO and Founder of Small Bizz MBA, a company which assists businesses with their marketing, branding and advertising needs.  (404) 580-6331, dkyle@smallbizzmba.com