Whenever a website or brochure begins with a list of all the services and products the company offers, I cringe. Lists don’t tell me, the consumer, what I most need to know: can this company solve my problem? From the company’s perspective, of course, the difficulty is in figuring out which problem. And that’s where FOCUS comes into play.
FOCUS stands for friendliness, opportunity, currency, up-selling and satisfaction. Every marketing message needs FOCUS:
Friendliness: Think of times you’ve wades through someone’s list of products and services searching for the exact one that addresses your problem; or you were treated to hundreds of words about how great a company is without ever quite understanding what the company does. When you focus your message, you guide your customers quickly to the information they need–and they are grateful.
Opportunity: What do most of your customers ask for most often? What complaints do they make most frequently about your competition? Your marketing message should focus on those gaps and explain how you’ll fill them.
Currency: We all need to make an income. What product or service brings you a steady income you can live with? That one deserves top billing in your marketing message.
Up-selling: Sometimes the item customers want most is not the item that brings you the most income (or satisfaction). But it provides an opening for you to demonstrate your skill, forge a relationship and suggest other products and services.
Satisfaction: We do best what we enjoy most. When you find that sweet spot where your customer’s needs match what you like to do, then you have a viable business and a very strong marketing message.
Do you need help to FOCUS your marketing message? Contact TWP Marketing & Technical Communications; clear, focused writing is what we do.