Think They Are Really Getting the Message You Are Sending?
Clare Price
B2B Companies Needing a True Marketing Reset | Partner of EOS? Worldwide | Fractional CMO for manufacturing, SaaS and professional service companies.
You are having a great conversation with prospect. Then they ghost you.
You put together a great email outreach, but the leads are not coming in OR you get leads but they don’t result in new sales.?
The Culprit?
It just might be mixed messages.?
Mixed messages are deadly in any relationship.
Be it romantic, friendship or potential customer.
With your potential customer, the problem is likely confusion across your different marketing channels and activities.?
It might look something like this.?
Our prospect, Earl Searcher, lands on a company's homepage offering cloud services, office furniture, and vegan snacks.
Confused, he visits their LinkedIn page, where today’s post is about empowering data, while yesterday's is about organic cushions.
Earl downloads a brochure promoting streamlined IT and memory foam comfort simultaneously.
Curious, he reads a blog post starting with software tips and ending in workplace Zen.
Frustrated, Earl calls customer service, and is greeted with, "Welcome to our world of tech and comfort!"
He wonders, "What are they selling?"
How do Mixed Messages Happen??
It’s a bit like the old children’s game of telephone where players form a line. The first player comes up with a message and whispers it into the ear of the second person in the line, and so it moves down the line getting changed each step of the way.
The end result bears little resemblance to the starting message.
It happens so quickly and easily:
1.??? You create a positioning statement, elevator pitch and Unique Value Proposition (UVP).
2.??? You create new content for a one sheet or brochure.? But instead of sticking closely to your value proposition, you start from your last client or colleague conversation and embed what worked best for them.
3.??? Moving on to the website, you turn it over to your web team. They embellish it further, incorporating lots of key words that search engines love, but ends up another step away from your UVP.
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4.??? Ditto for social posts.
And when it comes to your marketing that mixed messaging almost always guarantees lost sales.
What’s the Antidote?
Unravel the telephone line.?
You can do that with a marketing audit.
Octain’s marketing audit is a comprehensive health checkup for your company’s marketing strategies and activities used to uncover insights and eliminate the friction that may have crept into your messaging and hurt your sales conversations.
With an Octain marketing audit, you will know exactly:
o How to align your messages across all your marketing channels
o What improvements to make to achieve a higher marketing ROI with messaging
o Where you marketing money is being spent and how well it is working
o Where there are gaps and opportunities in your current marketing programs
o How to set up your marketing campaigns and activities for success.?
Ready to stop sending mixed messages??
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Executive Administrative Assistant
2 个月Clare Price Great post! The "telephone game" analogy is a perfect way to illustrate the dangers of mixed messaging in marketing. I've definitely seen this happen in my own experience, and it can be frustrating for both businesses and customers. I'm curious to hear other people's experiences with mixed messaging. Have you ever encountered this in your own business or as a customer? What strategies have you used to overcome it?
Scale Your Impact and Income w/o Sacrificing Your Sanity ?? Business Growth Strategist for Coaches ?? Scalable Genius Method? ??? Podcaster ?? Co-Founder GEM Networking Community
2 个月The game of telephone is an excellent analogy of how our messaging and value prop can unintentionally shift over time without realizing it. Add to that the fact that markets and our ideal clients are constantly moving and changing, and it's easy to find ourselves out of alignment with significant cost to the effectiveness of our marketing. What strategies do you suggest for realigning?
Professional Speaker | Author | Training F250 Leaders in Science & Tech | Helping You Tell 'Stories that Stick' w/ Confidence that Captivates. Become a top 5% Leader in Exec Comms.
2 个月Mixed messages confuse more than they convince. If your outreach lacks clarity, your prospects won’t know what action to take.?
Go from Public Speaking to Professional Speaker?? Signature Talks that Captivate & Convert | Get Booked to Speak | 2X-10X Speaking Results for High Achieving Women | Speaking Strategist & Keynote Speaker
2 个月Clare Price I had heard recently that people only hear 50% of what we say. I am sure it is probably less when it comes to reading a marketing message. What are your thoughts on this?
Guiding Women Executives 45+ to Lead with Intuition and Confidence While Navigating High-Stakes Decisions—Using Intuitive Access to Create Immediate Connection and Transformative Insights l Keynote Speaker | She/her |
2 个月Octain sounds amazingly powerful, Clare Price! This sounds especially helpful: How to align your messages across all your marketing channels Do you recommend that messages be at least slightly different for different social platforms? So more business-y here, on LI, maybe more social on fb?