The Way You Give Your Message

Every marketing campaign is going to have a core message at the center of it all. This might be spread across multiple forms of marketing, as it is with a company who might print brochures along with booklets and flyers all covering the exact same message. Or you might have a single type of advertisement carrying your message.

No matter what there will be that central core message, but what I’m going to discuss here is not whether or not you have the message, but the way you get that message across to people, because this is what will be changing the most.

Most companies aware of the fact that they need to vary up their marketing if they want to remain successful. People don’t like to see the same thing over and over again, so you have to give them something new to keep them engaged and interested in you.

However, this doesn’t always mean that you have to change your core message, something I’ve noticed many people don’t realize. When they decide to change something they seem to go for the core message first even if this isn’t really what the problem is.

The exact same message can actually be used for a very long period of time if the way the message is shown to people is changed over and over again. This might be about changing the type of marketing you use. Rather than print brochures you instead put up some posters pushing your message.

Or this might be about changing the wording of things. You rewrite how you’re using the message, or you alter what part of a person’s life that message applies to. If your over all message is about convenience, you can apply that to a wide variety of different things in a person’s life while still retaining the basic message of convenience.

When you want to alter your marketing I think the core message should still be the first thing you look at, but don’t just assume you need to change it. Look at your core message and then look at what you know about your customers. Is this still a good message to reach them?

If it is then try to think of a variety of ways to alter how you’ve been sending your message to them. Find new ways to say things or new ways to apply it to their lives. This will end up taking a lot less time, and you can keep your strong, central message to use with all of your marketing.

There’s no reason to go to extreme measures when all you need are a few basic changes. First you need to know what changes are needed, and then you can decide how to go about changing them.

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