BY ROBIN GHOSH,
ECONOMIST AND BUSINESS MENTOR,
KOLKATA, 24 FEBRUARY 2025:
Most small business enterprises have one major shortcoming : muddled messaging in their marketing collateral.
Most small businesses do have marketing collaterals like website,Fliers,Facebook post,posters,brochure and so on but they are not controlled by an unified message and hence does not yield the desired results.
To get quick and sustainable results,you have to dig out a Controlling idea- what is the moral of the story I am inviting customers into?
What is the controlling Idea? .A good campaign begins and ends with a controlling Idea.
Donald Miller,a brand expert,defines:
” What is the story about?
The controlling idea for Disney’s The Lion King- a young must gain the confidence necessary to confront his evil uncle, who murdered his father,so that he can take his rightful place as king of the jungle and return and life to his homeland”
So,the overarching lessons are:
1 Simple,straight forward story
2 Singular focus,no subplots
3 Your story requires less mental effort to consume and enjoy.
4 If the customer spends two minutes at your marketing collateral- he or she should get the main idea you are trying to communicate.
5 Communicate how you are different?
6 Once you have discovered your Controlling Idea,you repeat it in your Website,email,product video in all your marketing collaterals.
To conclude
” GOOD MESSAGING IS AN EXERCISE IN MEMORIZING.LET CUSTOMER MEMORIZING YOUR CONTROLLING IDEA AND YOUR BUSINESS WILL GROW”
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