Focus on the Message for Marketing Success

When marketing campaigns fail, the first place most marketers look to blame is the marketing medium: "We should have known that people don't listen to the radio anymore." But often, the medium isn't the problem - it's the message. If you don't create a message that gets people excited or that speaks directly to them, it doesn't matter what medium it's in, it's going to fail.

Here are some reasons why marketing campaigns fail and what to do so that you don't make these mistakes:

1. People saw your ad but didn't care about the message. This means that your medium is obviously grabbing people's attention; it's just what happens after you get that attention. If your message isn't motivating people to take action, include calls to action such as "Visit our Web site" or "Call us now for a free quote." Use commanding language in your color flyer printing pieces - tell the readers or listeners what they must do so they feel compelled to do it. Adding a time stamp can help here - create a sense of urgency by telling them your sale ends Saturday so they must contact you now.

Also, be sure you didn't give them irrelevant information. Talk about what people care about - how your product will benefit them. Leave all the features and other "small print" items and details for when they come in to your store to buy the product. That's when they'll want that information. Don't be afraid to leave "white space," or space that isn't filled with text or photos in your color flyer printing pieces. You don't want to accidentally mask your message with a stream of other words that don't add value to your main message

2. A predictable ad. People get bored pretty quickly. If they've seen your previous ads and your new one looks just like the old ones, they won't even pay attention to it or notice it. Now, that's not to say you can't keep the same core message such as "We've got the lowest prices in town," but if you use the same promotional flyers with the same characters in the same location each time, when people see a new promotional flyer, they won't bother to read it because they feel they already know what they're going to read. The fix: hire a new copywriter. Seriously. Or, brainstorm with your writer to come up with some different scenarios or fresh wording. You can still use flyer printing, and if your message has been changed with stronger words or imagery, people will pay attention.

3. Your message is unclear. Don't sacrifice clarity for creativity. Although it's important to be creative, if you use a play on words that most people don't understand no one is going to get your message and your creativity will be wasted anyway. A flyer printing piece that has great photos and cool fonts won't mean anything if people don't understand the message.

4. Don't pull your marketing campaign too early. You need to give your campaign adequate time for consumers to digest your message multiple times and then to take action. If you sell a product that most people buy once a week, you need to run your advertising longer than a week to give people the opportunity to respond. If you sell something that people buy only a few times a year, like oil filters, you need to keep your ads in rotation for about a year to give people enough time to actually buy your product. Don't conclude that your marketing campaign isn't working until you've given it the same amount of cycle time that your product has.

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