When it comes to crafting winning marketing messages you can often find inspiration in the most unexpected places.
To help you strike marketing gold, here are four places to start looking to uncover marketing messages and product or service developments.
Frequently asked questions give you an insight into what is important to your customers, the potential limitations of your products and services, the features or elements customers don't understand and what may be missing from your marketing messages.
If you keep getting the same question numerous times and there is a positive answer, try to identify if there is a key selling point you can draw out of it. If not is there an innovation you could make that will fill the need and give you a competitive edge?
Nothing causes us to stand up and listen like a "no". Though in order to learn from each "no" the important question to ask is "why?"
Was it because they couldn't see the value? Was it the price? Did it lack a key benefit, feature or inclusion? Was it the sales message or process? Was it just this particular customer (one "no") or are changes needed to suit the needs of your larger customer base (more than one "no")?
Examine the scenario yourself and solicit feedback, it could be as simple as needing to change your message to demonstrate your value from a customer’s perspective.
Objections are often seen as the first step towards rejection but it’s not the case. A customer who is objecting is still engaged. They are still interacting, listening and evaluating. Objections aren't a "no" they’re a "not yet" or "I need more information".
Just like frequently asked questions, objections uncover the priorities of your target market and, when you listen closely, can give you the information you need to customise your sales pitch so they see the value for them personally.
They can also show you what case studies and testimonials you need and what information you should include in your marketing material and sales process to overcome objections before they're even verbalised. By doing so you’ll show your customers you 'get' them.
While this is a more obvious place to find marketing gold, if you're like most businesses it's unlikely you are using them to your full advantage.
While they can help you 'prove' your value through your marketing material and overcome common objections of customers (provided you get the right testimonials), they can also tell you what to prioritise in your marketing message.
Your customers may love a particular product, service, feature or result more than those you are currently pushing and chances are what your future customers love about you, will be the same thing your future customers will want from you.
You can also uncover the true frustrations of your customers through your testimonials. Often you will solve a problem your customer didn't know they had. Testimonials are a great way to capture the relief and give you the gift of hindsight for your next customers.
Have you found marketing gold in any unusual places?