The Purpose of Marketing is to Increase Sales Opportunities—Not to Create "Awareness" or Win Awards for Creativity

In today's over-messaged marketplace, buyers are jaded. (Read about "The Problem" if you haven't already…) There are more businesses than ever distributing more promotional messages than ever to Americans who are busier than ever. Buyers have little choice but to tune out most of the "noise" in the marketplace most of the time—including your advertising!

Piercing the clutter and differentiating a business means taking a new approach suited for the new marketplace paradigm. When creating marketing materials, we use a scientifically-based process that results in more leads, a better conversion ratio, higher sales and a significantly better marketing ROI (return on investment).

Communication strategy: How to stand head and shoulders above your competition.

Whether we create one ad or implement a full-scale marketing system, we always start with your communication strategy. In a nutshell, we help you design a compelling case for why your prospects should do business with you. Your strategy should differentiate you from your competitors. It is the strategic basis for all tactical marketing messages.

Build a case for your product or service like an attorney would.

Envision your marketing situation as a court case. Your prospects are the jury, you are the defendant, and you must prove to them without a doubt that your product or service is the most practical alternative amidst all the competition. Under these circumstances, are you going to settle with a defense that merely says, "we're better, we're cheaper, we're professional or we've got better service?" Of course not! You are going to give substantial, quantifiable evidence to back up your case. We help you gather, organize and effectively present the evidence that will win your case.

Develop your message based on fundamental principles—not off-the-wall creative.

Every marketing message we create is based on the "marketing equation" to make sure it effectively interrupts, engages, educates and extends an offer to prospects. Headlines and copy are more compelling, and the offers are geared to "now" buyers as well as those who may just be starting their decision-making cycle. Clever creative is nice, but it's only effective as part of a strategically developed marketing approach.

Ways We Can Help You

Core Message- We can begin by building a better strategic foundation for your marketing. Your tactical messaging is more effective when it's carefully structured based on your approach to the market and what your customers want to hear. This relatively affordable service is a good starting point if you don't have a strategic marketing plan in place.

Strategic Marketing Plan- Most small businesses begin operating without a strategic marketing plan—or any plan, for that matter. The result is poorly developed, disjointed marketing that doesn't support good brand development or effective lead generation and doesn't differentiate you in the marketplace. We provide a comprehensive strategic planning process combined with a written strategic plan to guide ALL your marketing.

Lead Generation Pieces- There is an art and a science to getting people's attention and keeping them engaged long enough to really digest your marketing messages. If this doesn't happen, your marketing is totally ineffective. We offer professional copywriting and design based on a strategic approach to the creative process.

Marketing System- People encounter a business in many ways: web, mail, email, phone, in-person, etc. Using a process mapping exercise, we can help you identify the exact "touch points" where prospects and customers flow through your business. Then we prepare scripts, letters and emails for each of these situations so people experience your business in the intentional, consistent manner you intend. Depending on your business, this may include designing a marketing database system that delivers pre-determined, education-based messages to your prospects and customers over time.

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