For Industrial Marketing Messaging – KEEP IT SIMPLE…
As I mentioned in the past, I’ve often experience new clients that have difficulty explaining what they do. Of course, we help our manufacturing clients to create clear industrial marketing messaging, but here are some tips to avoid this issue:
KISS Messages
We all know the anacronym “Keep It Simple Stupid.” To an extent, this advice applies to small industrial marketing messaging. Now, this doesn’t mean you shouldn’t be thorough in your description of your services, products, and advantages. However, it’s best to keep it clear and concise when talking to prospects. Remember, you are just introducing them to your company and what you offer.
Avoid jargon in industrial marketing messages
Every industry has its own language. While you have a full understanding of industry terms, prospects may not. Especially if they are new to the job. I know there is a temptation to dazzle potential customers with jargon. However, if the prospect doesn’t know the terms, you could lose them at the crucial start of the relationship. Save the jargon for sales meetings when you can explain the term.
Lose the Hype
I fully admit overuse of exclamation points in the text is a pet peeve of mine. If your industrial marketing messaging lacks the power to win over a prospect, no amount of exclamation points will. Of course, there are times it is appropriate to use this punctuation – say for a revolutionary new product. But in general, DON’T DO IT!!! Another type of hype in messaging is to exaggerate your services or capability. If you are going to use phrases like “the only of its kind” or “the pioneer of the industry:” be sure you can back it up.
Honesty in industrial marketing messages
Despite the concept that marketing people use untruths to sway an unsuspecting public, professional marketers know that honesty will always win the day – and sale. In industrial marketing messaging, promote your truth – in other words, what makes you the better choice. Then prove those statements with statistics, case studies, and customer testimonials.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.