|
Article Directory
|
+ Authors
+ Articles
|
|
|
|
Beyond The Marketing Message
Copyright (c) 2007-2012 Robert Middleton
This week someone asked me the question: "How does an Audio Logo differ from a meme, from a sizzler, from a tagline?"
Here's my definition of these terms.
Audio Logo
An Audio Logo is a problem-oriented, attention-getting statement that you use when someone asks you what you do.
"I work with harried HR managers who have too many demands put on them by upper management." An Audio Logo does not contain a solution. It's about the problem. And it clearly targets its audience. The purpose of an Audio Logo is to "hit a nerve" and get a "that's for me" response. You follow it up with an Ultimate Outcome (see below).
Meme
A meme is any idea that can be expressed simply and communicated easily. A meme is instanly understood. So an audio logo can be expressed as a meme. It's a core idea, something that is so clear that people get it right away. Read about memes in Geoff Ayling's remarkable book "Rapid Response Advertising."
Sizzler
That's a budget steakhouse. I don't use this term in marketing myself.
Tagline
The way I use this is as an addendum to a business name. Unlike an Audio Logo, taglines usually work better if they are expressed in a positive way:
Action Plan Marketing - Helping Independent Professionals Attract More Clients.
HR Solutions - Making HR Work
Nike - Just Do It
A good tagline is a meme. A bad tagline is not a meme. Also an important term I use:
Ultimate Outcome
This is what a client actually gets as a result of using your service. It's the mirror image of the Audio Logo and it's very close to the tagline, only even more results-oriented. It's the answer to the question: "If I work with you, what will I really get?"
And the answer had better be a bottom-line result they really want, or you've missed the mark: "We help you attract all the clients you'll ever need." "We help HR managers get the recognition and resources they need to do a brilliant job."
With all of these, the key is making sure the idea connects with your potential client. They all need to answer the question: "What's in it for me?"
Great ones are very compelling. A Tagline, Audio Logo, Ultimate Outcome, etc. all express the heart of your marketing message.
They are not just clever throwaway lines, They really mean what you stand for. They are what you deliver. There's a whole value system and philosophy behind them. So you have to go beyond clever words.
You also have to be careful about obscure marketing messages. Ones that sound clever but really don't mean anything to anyone. They are not memes and they are not good marketing.
If you hear or read a marketing message and the reaction is "Huh?" then it probably missed the mark! A good one results in more of an "Aha!" reaction. It speaks to a real need you have and you instantly want to know more.
In developing your marketing messages, test people's reactions, not their opinions. Does it result in a "Huh?" response or a "Aha!" response?
What are the biggest mistakes people make with marketing messages?
1. They are all about process, not solutions: "We prepare your taxes with the X100 auditing protocol." Sorry, but nobody really cares.
2. They are just too general: "Profitability and productivity will increase." Ho hum. What else is new?
3. They are unbelievable: "Your profits will increase faster in one month than they have in the past twelve." Good if you can really deliver. But you'd better prove it or lose all your credibility.
4. They are too convoluted: "Our management approach utilizes an effective strategy that optimizes ten key factors in the throughput of primary marketing initiatives with bottom line measurability." Say what???!!!###
So just speak English. Tell what your clients get. Don't be afraid to be bold, but make sure the message is above all clear, meaningful and interesting. That will draw prospects closer, wanting to know more.
But you also have to remember that your marketing message isn't everything.
I keep talking about the game of "Marketing Ball" where people are expecting the Audio Logo to literally win the game for them.
Admit it. You don't just want to get to first base with an Audio Logo, you want to hit a home run! When you deliver your perfectly crafted Audio Logo, you want people to say: "WOW!!! that's what I've been looking for all my life! I have half a million dollars to spend on this. Is that enough?"
Get real!
You should be thrilled if your Audio Logo gets you onto first base, and generates some sincere interest. that's a great start, and that's real.
What's even more important is everything that stands behind the message - the actual Ultimate Outcome you really deliver and the Experience of delivering it.
Look, if you produce extraordinary results for clients and they love you and you love working with them making that difference and it's a passion for you, I promise that it won't be hard to deliver your Audio Logo and other messages that get through, that grab attention and get interest.
"YOU" as a complete brand need to be authentic, need to be the real deal in order to take anything past first base. If it's all about the perfect phrase, the perfect follow-up, the perfect article, the perfect whatever, you're missing the point.
I recommend everyone read Tom Asacker's gem of a book, "A Clear Eye for Branding." I think he brings this point home very well. He emphasizes that there are no perfect marketing techniques. The thing you want to put more focus on are the feelings, experience and results that clients get when they work with you.
Another way of saying it is "The message is YOU." Everything you say, your Audio Logo, the questions you ask, your authenticity, your web page, your eZine all need to shout out the message that you have something great to offer, something extraordinary.
This takes more work than crafting a perfect Audio Logo, it's crafting a perfect brand, a perfect business that hits the mark every single time you communicate with, and interact with, your prospects and clients.
It's easy to identify companies who do this well (although they are few and far between). Apple comes close; Nordstrom is great at it; Hertz is pretty darn good. Certain restaurants you go to have it. They all have a congruent brand that is way beyond the marketing message. As a result they are enormously successful.
So, in crafting your Audio Logo and Tagline and Ultimate Outcome, think about all of this stuff. What do you really stand for? What are you going to deliver? What does it mean to the client? How will they be better off after working with you? How will they feel working with you?
Then your marketing messages will go beyond the words, beyond the sound bite, beyond anything you can imagine.
|
Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.
|
Follow "The Phantom Writers" on Twitter
(@phantomwriters)
to be notified when new articles are made available.
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Business Offline Articles || Related Categories: Business Online Articles
10 Most Recent Articles Written by Robert Middleton
Flabby Marketing Thinking
Written by: Robert Middleton |
Distributed: 2007-06-22 |
Word Count: 572 |
Page Views: 1033
| Votes: 6 |
Rating: 2.83
In marketing, there's an equivalent to exercising and pumping
iron and that's the topic of this article on marketing for
professional service businesses.
Making The Cut
Written by: Robert Middleton |
Distributed: 2007-06-20 |
Word Count: 552 |
Page Views: 1203
| Votes: 8 |
Rating: 3.75
One of the hardest working groups of Independent Professionals
out there are professional golfers. It may look like they have an
easy job just hitting a ball around while enjoying the outdoors,
but as Paul Harvey says, 'Here's the rest of the story...'
The Master Marketing Skill
Written by: Robert Middleton |
Distributed: 2007-06-14 |
Word Count: 741 |
Page Views: 924
| Votes: 8 |
Rating: 2.88
Make learning how to give presentations and talks a priority in
your development as a professional. It's a skill that will pay
for itself thousands of times over in the course of your career.
Web Site Leverage
Written by: Robert Middleton |
Distributed: 2007-06-12 |
Word Count: 747 |
Page Views: 976
| Votes: 8 |
Rating: 3.38
Ever go to a web site and find that after poking around a few
pages you just click off and go to another site? Of course. It
happens millions of times a day on the web. Why? Good question!
This is an important one because if you can't get people to
stick around your site and eventually contact you, your web site
is just taking up cyberspace.
Fire, Ready, Aim Marketing
Written by: Robert Middleton |
Distributed: 2007-06-07 |
Word Count: 937 |
Page Views: 1502
| Votes: 7 |
Rating: 3.29
One of the dumbest marketing mistakes is failing implementing
what you already know. You may read a lot, buy online programs,
attend seminars and yet still implement a fraction of what
you've learned.
Risking By Not Risking
Written by: Robert Middleton |
Distributed: 2007-06-05 |
Word Count: 684 |
Page Views: 1323
| Votes: 6 |
Rating: 3.67
I've often been asked, 'What is the biggest mistake you've
made in your business?' And the first one that comes to mind was
not creating and selling products much sooner. I was in business
for years and years before I created my first product. Up to that
point I only offered consulting and workshops. And why didn't I
create and sell products sooner? Simple. I was afraid of doing it
wrong. I didn't want to risk making a mistake.
The Questions Behind The Questions
Written by: Robert Middleton |
Distributed: 2007-05-31 |
Word Count: 716 |
Page Views: 1577
| Votes: 6 |
Rating: 3.33
One of the greatest confusions in talking about, and marketing,
professional services is that we tend to answer the questions
about our services at face value.
Dumping Powerpoint
Written by: Robert Middleton |
Distributed: 2007-05-30 |
Word Count: 575 |
Page Views: 1360
| Votes: 7 |
Rating: 1.71
The purpose of presentations is to persuade. To make your case
you need to be both prepared and passionate. Dump your PowerPoint
slides and get your ideas across as if your future depended on
it.
The Intensely Detailed Plan
Written by: Robert Middleton |
Distributed: 2007-05-24 |
Word Count: 716 |
Page Views: 1177
| Votes: 3 |
Rating: 3.33
Will you create intensely detailed marketing plans or will you
make vague plans resulting in vague results?
Getting Excited About Marketing
Written by: Robert Middleton |
Distributed: 2007-05-22 |
Word Count: 798 |
Page Views: 1174
| Votes: 5 |
Rating: 2.80
Are you excited about marketing your business? I've learned over
the years, working with thousands of Independent Professionals,
that the word EXCITING is about the last one most would use to
describe marketing their business.
All of Author's Articles on this site: Robert Middleton Articles
Most Recent "Business Offline" Articles
How To Build a Strong and Powerful Business During a Recession
Written by: Trey McMartin |
Distributed: 2011-11-10 |
Word Count: 987 |
Page Views: 465
During a recession, most business owners pull the reins on
advertising budgets, fearful of what tomorrow might bring...
Those who remain fearful have forgotten what made them the
success they are today... They have forgotten that they have
a God-given talent to overcome the incredible obstacles in
their paths.
SEO Lessons from Local Businesses
Written by: Trey McMartin |
Distributed: 2011-11-09 |
Word Count: 945 |
Page Views: 870
More than once in the six years that I have been providing
SEO services for websites, I have had the opportunity to
discuss with individual business owners their search engine
optimization needs. Now and again, I run across an
individual business owner who is quick to say that SEO is
absolutely worthless. When confronted with such an absolute
statement, I like to press for details. It has been my
experience that people who speak in negative absolutes will
have a horror story to share.
Where Will FDA Target Next? What IVD Manufacturers Should Know Before Their Next FDA Audit
Written by: Norm Howe |
Distributed: 2011-09-12 |
Word Count: 706 |
Page Views: 353
Medical device manufacturers are always interested in knowing
what FDA's next area of focus will be. Well, if you're an In
Vitro Diagnostic manufacturer you might review your measurement
systems.
Online Fax - 10 Reasons To Get An Online Fax Service
Written by: Titus Hoskins |
Distributed: 2011-09-12 |
Word Count: 560 |
Page Views: 366
Online faxing is the new more modern way to fax. If you or your
company is not using an online fax service, here are 10 good
reasons why you should get it.
Best Effort Essential for the Job Interview
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-30 |
Word Count: 676 |
Page Views: 445
Interviewing will determine if you are the right person for the
job. These tips will help you make the job interview a success.
Go Green With Your Career Search
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-28 |
Word Count: 636 |
Page Views: 361
Many of the qualities of green living, like recycling and
sustainability, can apply to a career search, even if the
career is not directly associated with green industries.
ReCareer in the Second-half of Life
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-26 |
Word Count: 525 |
Page Views: 423
| Votes: 1 |
Rating: 3.00
Many of us worked the first half of our life to "fit" the
job description. ReCareering is about finding the right fit,
being selective, being creative, being fulfilled and being
intentional about how you spend your time.
Up in the Air
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-24 |
Word Count: 678 |
Page Views: 426
When looking for work or changing careers, go beyond researching
on the internet and reading articles. Find out how you can learn
from the art of listening and having a conversation.
Salon and Spa Owners: Which Monk Are You?
Written by: Dan Lok |
Distributed: 2011-07-05 |
Word Count: 477 |
Page Views: 463
Too many salon and spa owners are carrying around a lot
hurts, regrets, guilt, past failures and fears about the
future. But no one is forcing you to carry these emotional
rocks, so put that sack down!
The Single Most Profitable Day You Spend on Your Spa or Salon!
Written by: Dan Lok |
Distributed: 2011-06-30 |
Word Count: 470 |
Page Views: 569
Salon and spa owners need to combine their marketing plan
with marketing systems. A marketing calendar plans out
strategies for a year, and is instrumental to the success of
your spa or salon.
Most Viewed "Business Offline" Articles
How To Write A 300 Page Book In Four Months
Written by: Mark Silver |
Distributed: 2008-07-15 |
Word Count: 821 |
Page Views: 36741
| Votes: 6 |
Rating: 1.83
There's a lot of hoopla about becoming an author of your very
own business book. The promise of fame and fortune is very
alluring. Yet your book remains perpetually 'about to be'
written. Meanwhile your business has ground to a halt. Hmmm...
might there be a better way to get a book written?
The Best Marketing Book I've Ever Read (You'll Be Surprised)
Written by: Judy Murdoch |
Distributed: 2007-05-09 |
Word Count: 1522 |
Page Views: 33878
| Votes: 15 |
Rating: 3.60
From time to time someone asks me to recommend marketing books.
Here's one of my favorite marketing books that always surprises
people. Curious? Read on.
The Bizarre History Of The HOLLYWOOD Sign
Written by: Morris Timlen |
Distributed: 2008-11-05 |
Word Count: 1211 |
Page Views: 28586
| Votes: 22 |
Rating: 3.32
The most famous sign in the history of mankind is the one that
graces the side of the hill above Hollywood, California. As
famous a landmark as the Christ the Redeemer statue in Rio De
Janeiro, the Eiffel Tower in Paris France, the Great Pyramid of
Giza in Egypt, The Church of the Savior on Blood in Saint
Petersburg Russia, and the Statue Of Liberty in New York City,
the Hollywood sign is known around the world as the symbol of the
American movie industry.
What Does It Take To Be A Successful Salesman?
Written by: Casey Moher |
Distributed: 2008-08-05 |
Word Count: 930 |
Page Views: 16090
| Votes: 68 |
Rating: 3.16
In the course of my average workweek, I meet people who tell me
that they have no sales experience, and very literally, many
will tell me that they could not sell if their lives depended on
it. Do you fit into this mold? Do you seriously believe that you
can sell me on the idea that you cannot sell things?
Selecting Between a 401(k) And 403(b) For a Nonprofit
Written by: Daniel Lamaute |
Distributed: 2007-10-11 |
Word Count: 333 |
Page Views: 6840
| Votes: 17 |
Rating: 2.65
Newly released IRS regulations impose several new requirements
and fiduciary responsibilities on employers with 403(b) plans.
While the regulations generally don't take effect until January
1, 2009, there are some provisions that apply sooner.
Pitch A No-Hitter With Baseball-Themed Flower Gifts
Written by: Wesley Berry, AAF |
Distributed: 2007-12-25 |
Word Count: 413 |
Page Views: 6112
| Votes: 16 |
Rating: 1.94
Want to send a gift to the baseball fan in your life that's sure
to knock one out of the park? Send flowers with a baseball
theme! Everyone loves flowers and when you personalize them to
include the recipient's favorite hobbies, like baseball,
they're sure to make an even greater impression.
Never Write A 'Thank You' Letter Again
Written by: Perry Maisin |
Distributed: 2008-08-12 |
Word Count: 971 |
Page Views: 5867
| Votes: 17 |
Rating: 2.29
When I was in graduate school, I had a friend who interviewed at
fortune 500 companies and succeeded at landing a great job. One
day, I saw him sitting in the student union with a stack of
cards. The cards said 'thank you'. He opened each card and
signed his name. The inside of the card was blank. I asked him
what he was doing and he told me that it was important to send a
'thank you' to every person you interviewed with. He believed
that that was the difference between getting the job and being
passed over.
Conducting Effective Career Aspiration Discussions with Employees
Written by: Andria L. Corso |
Distributed: 2010-03-10 |
Word Count: 690 |
Page Views: 5332
| Votes: 8 |
Rating: 1.88
Enhance your talent management and development programs
through conducting career aspiration discussions with your
employees. Find out where they want to grow their career to
determine if it matches your business needs. This will
enable you to differentiate your employee development to
grow the future leaders of your company.
The Pros And Cons Of Postcard Marketing-direct marketing offline
Written by: Cheryl Miller |
Distributed: 2006-11-29 |
Word Count: 675 |
Page Views: 3999
| Votes: 5 |
Rating: 2.60
Postcard marketing is one of the oldest methods of marketing. Its
concept is simple but can be quite effective. It is just sending
out your message to your mailing list on a postcard. Postcard
marketing is a powerful and cost effective way to advertise and
will keep building in momentum when done correctly.
The Tea Room Business Plan – First Steps And Start Up Basics
Written by: Marcus Stout |
Distributed: 2007-03-22 |
Word Count: 1218 |
Page Views: 3703
| Votes: 19 |
Rating: 2.63
Every venture starts with the first steps and a business plan for
a quality tea room is no exception. Well thought out first steps,
properly implemented, will pay dividends in the business
operations of the tea room in later years.
Highest Ranked "Business Offline" Articles
Why Businesses Need Receivable Factoring In Cash Flow Management
Written by: Toby Seibert |
Distributed: 2007-08-08 |
Word Count: 866 |
Page Views: 1887
| Votes: 5 |
Rating: 4.60
In today's business environment, many businesses need to
fine-tune the process of getting paid on invoices, in order to
improve their cash on hand. Improving cash flow can be an ongoing
challenge for businesses of all sizes, and it is an issue that
must be addressed to ensure the long-term viability of the
business.
Whose Restaurant Can You Find Online?
Written by: Rudy Vener |
Distributed: 2007-07-09 |
Word Count: 640 |
Page Views: 1550
| Votes: 5 |
Rating: 4.40
What is so significant about Pizza Hut's latest TV commercial?
Business School for Non-Business Minds: Got a NAICS Number?
Written by: Melissa Mashtonio |
Distributed: 2008-04-15 |
Word Count: 423 |
Page Views: 1637
| Votes: 5 |
Rating: 4.40
I’m a journalist. I spent a lot of my career in the news
business. As my career has progressed, I’ve spent time at small
and large companies, and I have sat through dozens of business
meetings wondering what the heck the “money” people are talking
about. They used acronyms as if they were a foreign language.
The Problem With Swiping Sales Copy
Written by: Scott Bywater |
Distributed: 2009-12-03 |
Word Count: 480 |
Page Views: 1062
| Votes: 5 |
Rating: 4.40
This is what people miss when they try to simply "swipe"
sales copy from another advertisement.
Equal Opportunity Pizza Ordering
Written by: Rudy Vener |
Distributed: 2007-10-19 |
Word Count: 629 |
Page Views: 1546
| Votes: 8 |
Rating: 4.38
With online ordering, your menu and restaurant suddenly become
accessible to both the deaf and blind customers in your
community.
The Secret To Making Successful Business Connections
Written by: Kate Smalley |
Distributed: 2006-10-11 |
Word Count: 672 |
Page Views: 1660
| Votes: 6 |
Rating: 4.00
If you have a hard time making successful business connections,
don't despair. Anyone can be good at meeting people-if they use
the right technique. The whole secret to making a positive
connection is knowing how to attract people and inspire them to
want to give you a chance.
How to Build a Really Great Business? (Super Success Secrets from a Legendary Business Master)
Written by: Chet Holmes |
Distributed: 2007-01-15 |
Word Count: 1523 |
Page Views: 1647
| Votes: 7 |
Rating: 4.00
Times are tough. The economy is in a constant state of upheaval.
Is your company doing better than most? Are you placing greater
emphasis on pure performance?
Get the Balance Right
Written by: Rich Thawley |
Distributed: 2009-01-28 |
Word Count: 638 |
Page Views: 1499
| Votes: 11 |
Rating: 3.91
Do you build your business around your family or your family
around your business? The choice is yours.
Online Copywriting Makes Content as the King
Written by: Steven Gerber |
Distributed: 2006-12-11 |
Word Count: 560 |
Page Views: 1671
| Votes: 7 |
Rating: 3.86
The inverted pyramid is basically the placing of 4 W's in the
primary sentences of the articles, supported by the other W and H
on the following discussions. Four W's consist of what, when,
where, and who. The other W which stands for why on the other
hand, follows on the succeeding paragraphs, including the
elaboration for the H which also stands for how, if necessary.
Interview Coaching: A Home-Based Business on the Cutting Edge
Written by: Carole Martin |
Distributed: 2007-08-24 |
Word Count: 1400 |
Page Views: 1412
| Votes: 7 |
Rating: 3.86
You name it - Blackberry, Skype Connection, Cell Phone, iPhone -
these are the tools of this trade. Who would believe that someone
with a home-based business could reach out to someone in a far
away country and work with a client via a Blackberry and a cell
phone?
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Article Statistics
|
Word Count: 1173
Total Views: 1307
Views This Month: 15
Views Last Month: 28
Article Rating: 1.83 of 5
Votes Cast: 6
Author Overall Stats:
Times Viewed Overall: 20762
Author Rating: 2.92 of 5
Votes Cast Overall: 92
More Articles By Author:
Articles On This Website
Article Title Search:
Widow Search
Right Blinker
Google
Yahoo!
Zuula
Bing
Cuil
Last Distribution Date:
2007-05-17 10:00:00
|
|
|
Home
for Writers
for Publishers
Article Directory
Article Search
Contact
Get RSS Feed
