Stop marketing by accident! No matter what your strategy is for getting your brand to the forefront of people’s minds, you must be intentional and learn ways that will outsmart your competition. Scrutinize your different marketing platforms to ensure your marketing is increasing your brand awareness by delivering a unique and valuable message to your customers. If you have yet to put your marketing under the microscope, it’s time to put it to the test.
Here’s a quick look at a three-part test that can revolutionize the messages you’re delivering and out-position your competition.
The ‘Prove-It’ Test
Can you prove your marketing messages? Do you have testimonials to back up what you promise? If not, you need to redevelop your marketing messages. Verifiable facts, along with third-party proof, should be easily accessible by your customers so they can rest assured that all of your different marketing messages are based on honesty and integrity.
The ‘So-What?’ Test
What’s the point of your marketing messages? Do they have value? Do they answer a question? Do they explain to customers how your products and services can be of use? The best way to pass the So-What? test is by reading through each of your marketing messages and then asking yourself “so, what does this marketing message say?” If the messages don’t bring value to your customers, you’ll need to create better ones.
The ‘Black Marker’ Test
This is the most important test of all because you must make sure all of your ads are well-branded. Take a few of your ads and line them up next to the ads of your competitors. Next, black out the company names on each ad with a black marker. Ask people outside of your company to pick out which ads are yours. If your ads can’t be distinguished from your competitors’ ads, then you have a problem.
Distinguishing yourself among a sea of other marketers is an essential part of the marketing process. It’s time for you to start testing the marketing messages you are sending to make sure that they’re passing these essential tests and bringing value to your company instead of tarnishing your brand.