“When you are through changing, you are through."
- Bruce Barton, Advertising Hall of Fame
Here’s a basic principle of messaging that may shock some: your messaging efforts are never finished. In fact, you may make some messaging mistakes along the way. A healthy business is a living entity, and your clients constantly evolve. So your messaging needs to evolve, too.
Social media is more than a tool for marketing; its concepts are greatly influencing the way companies approach their traditional marketing content as well. A recent article on press release strategies is just one illustration of how social media considerations are entering into traditional marketing vehicles.
As research yields more information on website usability, website design trends adapt to follow suit. Visual design is becoming bolder, cleaner and more refined in order to correspond with the way readers utilize the Internet.
But using the latest design parameters to get readers to your site is only part of the battle. Now you have to keep their interest and convert them into prospects … which starts by putting your top-level messaging into play.
There are many reasons a sales effort can fail … but ultimately sales will be less productive when you fail to quantify the value of your offering. This issue is one of the key considerations in message development: does your message really talk about things that matter to the customer?