Singing the Same Tune
Getting everyone within your organization to use the same vernacular when talking about your products is an ongoing challenge for marketing departments.
Creating a consistent, concise, and compelling marketing message should be more of a good habit than a crash diet. Make sure that everywhere a prospect encounters your product they are hearing the same choir preaching your product message. After a few choruses the tune should become catchy enough to stick in someone mind.
Why is this important?
“The ability to articulate marketing messaging with consistency can’t be understated in a compliance-mandated field. Our sales team isn’t always in touch with headquarters, as they’re out in the field. Particularly when new products are launched, we want to provide the sales team the tools they need to speak with confidence and conviction about the benefits our solutions deliver.” – Jeff Evans, Radiology™ Operational Marketing Manager, MEDRAD
“Partners are selling multiple products, including our competitor’s products. We want to make sure our products are easier to sell, make the content easier to digest, and easier to access.” – Bob Yee, Director of Channels, Juniper Networks
“Whether a customer is coming out to our executive briefing center or being met by a single sales representative in his or her office, we need to ensure consistent product messaging across the board.” – Bill Rozier, VP of Marketing, Ciena Corporation
The Rule of Seven is an old marketing adage. It says that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. Now the number seven isn’t cast in stone. The truth of the Rule of Seven is you can’t just engage in a marketing activity and then be done. Consistent marketing messages must be on-going in order for it to be successful, which is why no matter what medium you’re communicating your message (trade show, sales meeting, channel distributor, website, collateral, sales enablement tools, social media) it needs to be cohesive, constant and clearly articulating your product differentiators.