There was a day when the best way to advertise your product or service was to get a big wad of money together and blast your message to the masses. The audience was all pretty much alike and there were only a few options or channels available to reach them. So the strategy was to get your bags of money, put together a great message accurately describing your product or service and then blast that message to as many people as you could afford to reach. Then sit back and wait.
You could guarantee two things would happen. 1> You wouldn't reach everyone. 2> But you'd reach enough. And your message didn't have to be great. Even a mediocre message would attract enough folks to bring you the business you needed with enough profit to buy more advertising and start the cycle over again.
As you no doubt know by now, the Internet (and cable television before that) changed all the rules. First of all, you simply don't have a budget large enough to reach the same audience you used to reach. Whether you're talking radio, television, direct mail, or print advertising, there are WAY too many channels now and you can't possibly afford to cover the bases playing in this arena.
Secondly, the audience is much more fragmented than ever before. And all these audience segments need to be communicated with differently…using different channels. And…they've learned that they can have it their way. They no longer have the patience to weed through irrelevance looking for the messages that touch them or move them. There are simply too many options. They'll simply go somewhere else.
Back in the day you could just swap out copy, using brochure copy on your website. Or using the same copy from your print ad in your direct mail. This is no longer the case. The same message to everyone doesn't work. When you create a promotional piece for your rental business are you writing specifically to group leaders, with an understanding of their unique needs and desires? When you create something for summer camp are you writing specifically to moms? Does that copy differ from what you put in your last fund raising appeal?
You need to pay attention to this stuff because if you're not tailoring your messages they are likely falling flat and not connecting with your audience. Take a closer look at the language you are using. Then take a look at the way you are putting it "out there." Like I said earlier, the Internet has changed all the rules. You have advantages now that you never had before. Remember, the same message to the masses is no longer the right strategy.
Need a new strategy? I can help. Email me at mstaires@gmail.com
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