Marketing 101: Keep It Simple, Stupid

Author: Cate Williams, Xena Head of Product

“I didn’t have time to write a short letter, so I wrote a long one instead” – Mark Twain. 

Herein lies the mistake that so many of us make. We get caught up in the detail, overly excited to tell our customers everything we think they should know about our brand or product. We never really take the time to distill our message into something that has true resonance, relevance and impact. The result? Clutter, confusion and a dire lack of consistency. When we have too much to say…we never really say anything at all. 

Only by understanding what you don’t need to say, will you realise what you have to say. Only by researching wide, understanding who your customer is, what your competitors are saying and where you fit into the picture, will you be able to produce marketing material that really works. Cut away all the fluff until you’re left with the magic! 

Take the time. Do the research. Understand as much as you can. Then, find a gap and stick to that gap like glue. 

What is the one thing you want your customers to know about your brand/purpose/mission? The one thing that your competitors aren’t saying? What makes you different and better?  

Say it boldly but simply and say it over and over again until they can’t forget it.

Use this template to streamline your message (Your answers must fit in the space provided):

Example Business: Maggie’s Meals on Wheels

Key Target Market (WHO are we selling to) Eg: Single mothers earning a low income
Purpose (WHY we exist) Eg: We exist to help single mothers put food on the table
Product/Focus (WHAT we do) Eg: We provide healthy, ready made meals for the whole family, at affordable prices
Differentiator (HOW we do it differently) Eg: By partnering with small, local suppliers, we are able to keep our costs low and quality high
Tone of voice (Our brand personality) Eg: Kind, authentic, uplifting, encouraging
Pay off-line Eg: Your family, fed 

Looking for more marketing tips? Read our article Marketing 101: Marketing Success in 6 Quick Tips.

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