One of the secrets of getting your message across to
prospects and customers is to communicate with them at an
unconscious level.
In order to do that successfully, you need to repeat the
same message consistently.
In marketing terms, that means if you want to get a
positive reaction from your customers, you have to be
consistent and persistent with your marketing.
Businesses can easily present too many different faces to
their customers and prospects. But, if you want success,
you need consistency in your message, in your appearance,
in your language and in your timing.
Sometimes people give up too easily. They'll say, "Oh, I
tried that. It didn't work." But you've got to keep going.
Or what happens is that they get bored with their own
message so they think other people are getting bored, too.
So they change what they're doing, or they change their
message.
The reality is that if you are utterly sick and bored with
your marketing message and what you've got to say, then
chances are that it's just starting to register on your
customers' radar screens.
You have to repeat it over and over again.
Some research says that you have to present your sales
message an average of seven times before somebody will
respond to it. Other research suggests even more contact is
required.
If you try once and it doesn't work, don't be surprised.
You've got to keep going back in order to get that message
across.
The scientific term for something that consistently
triggers a specific reaction is known as 'anchoring'.
For example, some people may associate the smell of freshly
baked cookies with their childhood or the taste of food
with a memorable vacation. These events become anchors as
they always trigger the same reaction.
Similarly in marketing, if you immediately associate a
piece of music with a company's name (perhaps because it's
from their television advertising) that's a very successful
marketing use of anchoring – provided your feeling about it
is positive of course.
The principle of anchoring is about consistently triggering
the same positive response in people and you don't need a
multi-million dollar advertising budget to create it.
The secret is to have something that people will easily
identify with. Keep on repeating it. Make sure that it gets
anchored in people's minds as having a specific meaning.
Make sure that when you're talking about your business to
other people, you're describing it in the same way all the
time. If you continually talk about it differently, people
will get confused.
When you find a message that works, keep repeating it over
and over again, so it becomes anchored with people and
creates a consistent positive effect.
In marketing terms, this is what branding is about – it's
having a consistent approach so that people recognize
something distinctive about you, or the way you do
business, that they will remember.
To make a message stick, you need to create processes and
mechanisms that keep you in regular contact with prospects
and customers, such as newsletters, regular mailings and
scheduled meetings.
So, if you want to communicate successfully at an
unconscious level, consider what you need to change so that
your customers see a consistent view of all your activities.
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Robert Greenshields is a marketing success coach who helps
entrepreneurs and independent professionals develop the
success mindset and marketing strategies for a better
lifestyle. For more info visit
http://www.mindpowermarketing.com
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