In yesterday's post, you started looking at ways to effectively kill your bloated marketing budget.
I told you about my concerns for our building industry and the state of building product manufacturers' marketing strategies. Then started to list some proven methods you can start using to kill off that pesky marketing budget so nicely your boss will thank you for all you've done.
Today, let's look at a couple more...
Method #2: Always keep 'em guessing
There's nothing an architect (or any professional) likes better than to come across an ad or email that makes them think. I mean, that's what they get paid the big bucks for, right? Thinking and solving problems and puzzles?
So make sure your marketing is clever and subtle, and if possible, avoid mentioning your product at all.
Try to include a picture of a cool-looking building that may or may not have your product installed. It doesn't matter. You just want them to stop and look at your ad. (Maybe throw in a picture of a beautiful woman while you're at it.)
Relevance is overrated.
Method #3: Give them the "feature-creature"
I know everybody tells you to sell benefits not features. But that can take quite a toll on your time and energy.
It's easiest to just cut and paste all the same technical details and features straight off your data sheets and into your marketing pieces.
That's what really matters, right? They can see how much better your product is than the other guys. You don't need to spell it out for them.
As we already said, they're pretty smart cookies.
Back to reality...
OK. As fun as it is to take a tongue-in-cheek look at some of the bad marketing decisions that are out there, I have to stop here.
...And if you didn't realize these are methods you should NOT be doing, we need to talk.
Anyway, if you feel the same way about the marketing you're seeing out there...
If you know somebody whose marketing needs a fresh look...
Send them on over to suttoncopywriting.com.
Encourage them to sign up for the email tips when they get there. We're just getting started!
Make it a great marketing day!