Marketing Professional agencies in mumbai

use language that your customers understand

A good advertising or design agency should automatically take care of these following issues, but if you are among the many businesses which do not use an agency, then you will be doing this for yourself.

In all of your advertising material take care to see things and hear things form your customers’ viewpoint. As a knowledgeable supplier there is always a tendency to write copy and present information from a technical and ‘product/service’ standpoint. Remember that your customers are usually people without such good technical or detailed understanding of your products and services.

You must therefore help them understand things in terms that really mean something to the reader – as it relates to their needs and priorities and challenges.

Focus on what your propositions do for them, not what your propositions are in technical detail. You should use clear simple language. Do not think that complicated language will help build an image of professionalism and intelligence – this generally puts people off.

Your expertise should be demonstrated by your ability to show that you can interpret and translate (sometimes highly complex) products and services into meaningful needs and outcomes and improvements for your customers.

Truly effective advertising and marketing conveys complex issues to the audience in a manner that is interesting, relevant, meaningful, and easy to digest very quickly.

Thomas Jefferson suggested that “The most valuable of all talents is that of never using two words when one will do” and this is a good maxim for writing good advertising material.

If you or the ‘copy-writer’ at your advertising agency cannot achieve this in your advertising and marketing communications then find someone who can, or you will be wasting a lot of your advertising effort and investment.

There is little point in spending a lot of money on a very well targeted and cost-effective campaign (online, or direct mail, etc) if what you communicate does not motivate your audience to read and take action.
There is little point in spending a lot of money on a very well targeted and cost-effective campaign (online, or direct mail, etc) if what you communicate does not motivate your audience to read and take action.
translate your product/service offer into meaningful customer benefits
translate your product/service offer into meaningful customer benefits

Having decided through the processes described above to focus your message on a few key strengths of your business (your ‘service offer’ or ‘proposition’) you must now express these as ‘benefits’ to your customers.

A ‘benefit’ is a technical selling term. A benefit is the good effect that your customer obtains from your product/service.

Crucially the customer should know this, not just you, the seller.

There is little point in spending a lot of money on a very well targeted and cost-effective campaign (online, or direct mail, etc) if what you communicate does not motivate your audience to read and take action.

So give your customers information about the benefits of your products and services – explain what your proposition means to your customers. How will it make their lives better, or their business more profitable, more streamlined, more ethical and sustainable, more socially responsible? How will your proposition improve the quality of their service to their own customers? How it will make their employees lives’ easier, better, less stressful – whatever you believe to be the strongest most relevant and meaningful customer outcomes.

Obviously, if your target customer is a business, then there are opportunities for your services to benefit their own staff and customers. These are usually very important benefits to business customers.

See the sales training section for lots more help and tips for translating your offering, proposition, products and services into meaningful customer benefits.

The nature of benefits in sales and marketing is that the customer sees or feels or understands the beneficial effect.

Truly effective advertising and marketing conveys complex issues to the audience in a manner that is interesting, relevant, meaningful, and easy to digest very quickly.

Thomas Jefferson suggested that “The most valuable of all talents is that of never using two words when one will do” and this is a good maxim for writing good advertising material.

If you or the ‘copy-writer’ at your advertising agency cannot achieve this in your advertising and marketing communications then find someone who can, or you will be wasting a lot of your advertising effort and investment.

Having decided through the processes described above to focus your message on a few key strengths of your business (your ‘service offer’ or ‘proposition’) you must now express these as ‘benefits’ to your customers.

A ‘benefit’ is a technical selling term. A benefit is the good effect that your customer obtains from your product/service.

Crucially the customer should know this, not just you, the seller.

So give your customers information about the benefits of your products and services – explain what your proposition means to your customers. How will it make their lives better, or their business more profitable, more streamlined, more ethical and sustainable, more socially responsible? How will your proposition improve the quality of their service to their own customers? How it will make their employees lives’ easier, better, less stressful – whatever you believe to be the strongest most relevant and meaningful customer outcomes.

Obviously, if your target customer is a business, then there are opportunities for your services to benefit their own staff and customers. These are usually very important benefits to business customers.

See the sales training section for lots more help and tips for translating your offering, proposition, products and services into meaningful customer benefits.

Contact to us