MARKETING EXPOSED

The aim of a marketing message will hit the mark more consistently when it begins by having a finger on the trigger.

Understanding the “trigger” is the key, as this is the thing which causes a consumer/prospect to suddenly feel the need or the want of what you sell!

Within most any business category there are certain key specific triggers that are the most consistent “events” that bring a prospect into your market. So spend some time identifying those triggers! Whether you are in retail, service, B2B, non-profits, or whatever type of category, what are the triggers that most consistently spark a prospect to suddenly need or want to be in your market?

Sometimes those consistent triggers are negative, big and unexpected, like the broken refrigerator that needs to suddenly be replaced. In other cases, the trigger is a smaller positive like the decision to celebrate a key sale by going out to dinner.

Address these triggers specifically in your messages – whether that’s in what you do on traditional mass media, or what you communicate online by your website or thru social networking on, for example, a Facebook Fan Page.  Avoid the hack, totally uncompelling messages that merely list the products or services you offer – and likely includes one of the usual meaningless unsubstantiated claims like “best service” or “great prices”.

Tell me directly and specifically exactly how you can solve one particular triggered problem or fill one particular triggered desire.  THAT is relevant information. And you’re giving me a very compelling way to begin to build trust in you.  Putting cement into that trust is a long, on-going process to be dealt with in future writings.  But focusing specifically on a trigger can start the process because it is so specific.  Which helps create the relevance.

Understanding the specific problems or desires your category’s triggers create allows you to focus a traditional media message on how you specifically solve or fulfill them.  And if you’re really out front by also engaging in the burgeoning world of social marketing you have opportunities to directly interact with these prospects to reinforce further your particular ability to fill the hole a trigger just created.  That’s keeping your finger (your focus) on the trigger.

Finger your trigger. And hit the mark with potential prospects through the power – and unexpectedness - of relevance!

Does that make sense?

- Steve