What is the sales message that you and your company are
attempting to deliver to the marketplace? Is it uniquely
yours, focused and delivered with clarity? Are you
cognizant of whether it is indeed the same message that
your customers and prospects are actually hearing? Are you
truly connecting with them or simply going through the
motions?
Your marketing message is tied directly to your brand, your
identity. What are you doing each day to clarify your
market position? Do you sometimes get in your own way? It's
been said that "What you are doing speaks so loudly that I
cannot hear what you are saying." Is that true of you? Your
company? Are you busy doing the inconsequential or are you
busy adding value to your products and services for all to
see? Is your marketing effective? If so, how are your
resulting sales?
Verizon's successful ad campaign featuring New York City
actor Paul Marcarelli has struck a rhythmic chord with the
marketplace in general, regardless of product boundaries.
"Can you hear me now?" has become an everyday term,
generic, identifiable with everyone who uses a cellphone.
USA Today reports that "their Can You Hear Me Now? guy is,
in reality, the personification of a crew of 50 Verizon
employees who each drive 100,000 miles annually in
specially outfitted vehicles to test the reliability of
Verizon's network." Interesting!
"Our casting specifications called for an everyman with
something quirky or memorable about them. We looked at over
1,000 people" says Marvin Davis, VP Advertising, at
Verizon. Those now infamous horn-rimmed glasses are
Marcarelli's actual spectacles! His appeal is universal.
"We're not the low-cost provider. We're not the most
aggressive with promotional deals and headset giveaways.
Our brand message is important, because the market
recognizes it's a higher-quality service. People are
willing to pay more to get more" says Marvin Davis,
Verizon's VP of Advertising. That is their message, and it
comes through loud and clear.
Verizon's creative message succeeds for them on several
fronts:
1. It connects well with their target audience.
2. Is delivered by an everyday Joe that most people can
easily identify with.
3. Is short, sweet and memorable!
4. It makes sense.
5. Their service works.
Can the same be said of your branding and marketing
efforts? How well is your message being received? Follow
Verizon's lead and watch your sales soar!
----------------------------------------------------
Daniel Sitter, author of both Learning For Profit, and
Superior Selling Skills Mastery, has garnered extensive
experience in sales, training, marketing and personal
development spanning a successful 25 year career.
Experience his blog at http://www.idea-sellers.com
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