Whenever you start creating a marketing plan you must always incorporate a message into your strategy. This message will permeate all of your criteria and directly speak to your consumer, indirectly inducing them to take action, namely buy your product or service. There are no limits as to what this message should be, but history reports that the more concise and direct that message is, the more likely consumers will react.
When you are developing this message for your marketing, remember this formula: Problem-Resolution-Results. If you are marketing services or products then this formula is the only one worth looking into. The target audiences you seek are strangers to you personally and will likely not be endeared by any message that is not directly related to their own level of comfort.
Therefore, to begin a marketing campaign you threaten their level of comfort, not directly of course, but by calling attention to a problem. The problem may be a source of stress in their life, a problem that they seek a solution to. When you do this you are accomplishing two goals at once: you are establishing common ground with your audience and you are offering the alleviation of a problem that affects them on a regular basis. When your audience understands that you have something to say that will directly affect their lives, they are very inclined to listen.
The next step is to present a resolution to the problem, namely, your products or services that will directly resolve the problem raised. When you leave this important step out, you have only created discomfort by addressing a problem there is no solution to. (Depressing!) Your audience will be relieved to know that there is a definitive and long lasting resolution to their problem that you so adeptly described. Make your point well and they will be willing to pay for this resolution.
The final step lies in the results. You must emphasize to your audience that your product or services will deliver results. Everybody in your business makes promises that they can cure the problems of the consumer. How will your product be different? How will you ensure results and how can you prove this?
Do you have documentation that your service or product has helped many consumers overcome a problem? Do you have satisfied customers willing to provide a testimonial? Can you provide a demonstration of how applying the suggested resolution to a problem will naturally lead to results? (For example, video recording how effectively a vacuum cleaner sucks up dirt)
You can make a strong connection with your audience by using the problem-resolution-results formula.
