Wilkinson Bros’ Top 5 Marketing Must-Dos
This is simple and critical. When reviewed, it all makes sense...but is it being applied? See if these apply to how you communicate:
1. Earn Referrals...
Don’t just hope for ‘em. Imagine trying to duplicate the power of referrals with cold calling or tooting your own horn. Not going to happen. Serve your clients well and stay in front of them; it’s a good way to prompt good buzz that can become a powerful, inexpensive sales force.
2. Consistency is Key.
Some people in the biz throw around the term “integrated marketing.” The most important aspect of this somewhat overused term is that it encourages a consistent message across the board. Don’t assume you should use as many channels as possible, just be consistent in the channels you do pursue (in design and message). Simply put, it’ll look like you have your act together.
3. Don’t Be Everything to Everyone.
I bet you’re picky when you try to determine who you want to work with. So are your customers or clients. People want a specialist; consider being a specialist. Think about who you want to serve based on who you work well with; then be exactly what that kind of client needs. Focus!
What’s in it for your customer? How clearly stated, or how easy is it for them to see, find, or learn the advantage of choosing you? We all know the importance here; I won’t dwell on it.
5. Evoke Emotion.
Get this: What we end up buying is largely dictated by instant feelings, as opposed to some rational calculation. Maybe your message sounds credible and smart; does that trigger folks to choose you or your product? Humans are more prone to make a decision because their emotions have been stirred up. Stir ‘em up, people! There’s desire, fear, hope, curiosity, love, anger...you get the idea.
-Corey Wilkinson, Wilkinson Brothers, Inc.