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Smart marketing – It’s the sizzle, not the sausage!

Written by Lawrence Conyers, Anson Corporate Media

Lawrence Conyers, Anson Corporate Media

Lawrence Conyers, Anson Corporate Media

Why should I be interested? Why should I bother to listen to you selling at me? I don’t really care how long you’ve been in business or how many awards you’ve won – well, not yet anyway. I’m unimpressed by your big-name clients and not enticed by your low prices. What’s in it for me to look at your marketing blurb? I’m busy, if you bore me even for a moment, I’ll hop back to Google and find another 10 companies who do exactly what you do. Give me a REASON to stay here another 4 seconds. 3…. 2….1….

As consumers or customers, we have less patience than ever – we’re bombarded with adverts online, on TV, even whilst using our mobiles. Traditional marketing techniques and marketing blurb especially has all but stopped working. We have no patience with it any more. Many businesses fall into the trap of filling their websites and brochures with marketing blurb, trying to use social media to splat adverts about special offers at the world, asking for “likes” (which reads as “please look at our adverts”). We have to be much smarter than that these days.

One of the most important things a company must realise, it that it’s not about them. It’s not about what they want to say, or how they want to say it – no matter how proud they may be of who they are. It’s about the customer and what they want to hear – using language and psychology to speak to their target market in a way that they grabs their interest and holds it. The best and most carefully crafted marketing material in the world is of no use whatsoever if nobody reads it or looks at it. Smart marketing is about that old phrase “the sizzle, not the sausage”. The potential customer wants to know why they should listen / read / learn about a company’s product first and foremost, and the benefits to them of doing so. They don’t want an accountant, they want their accounts “sorted out”. They don’t want a plumber, they want the pipe to stop leaking. It’s a small but significant difference – but it’s smart, benefits-based marketing. The sizzle, not the sausage.

Once the customer’s interest has been engaged and they feel motivated to continue listening to what you want to say, the credibility can be built – the testimonials, the company history, awards, big-name clients. That all goes to moving the customer towards parting with money for the service but this only happens once they’re interested in the first place.

Twitter: @AnsonCorpMedia 


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