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#9: Turning Your Marketing Message Upside Down

Posted By Mark Haas CMC FIMC, Wednesday, March 18, 2009
What are some ways to reach clients when they are so focused on a defensive posture? I know we'll all come out of this eventually, but my positive message of opportunity is not getting through.

Maybe you just need to stop fighting against how your prospects are feeling. They feel what they feel and it's not up to us to tell them they are wrong. We can present facts about our services, our expertise, our satisfied clients and our potential to do great things for them. However, we would do well to recast our message in terms to which they are now tuned.

This is not a trivial exercise. It is not a global search and replace on a word processor to replace "build your market" with "defend your current customers." Consider the now famous film ad for Argentine Presidential candidate Lopez Murphy in which two very different messages are found when reading the same series of phrases forward and backward. Be creative in how you recast the bad news in the market into good news related to your services.

Tip: Instead of starting with your brochure and your elevator speech, start with what is on managers' minds. Look at consumer and business confidence reports, business magazine, Conference Board or trade association press releases. What do they say is the typical executive's greatest concerns? Use those as talking points and describe how, with your help, you can address the very things they fear most. Turn the message upside down.

© 2009 Institute of Management Consultants USA

Tags:  innovation  marketing  proposals  prospect  sales 

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