One-Minute Communications Tips Archive
February 2008
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Marketing With a Central
Theme
The typical
consumer is besieged by sales messages throughout the day. Make yours easy to
remember by giving your ad, brochure or web site a single theme that customers
can focus on.
This theme
constitutes your central selling message.
What if your
product has several benefits, each of which is valuable to your customer? Try to
wrap these benefits around your main theme. You can communicate a single theme
more effectively and economically than a range of benefits.
If it's not
possible to develop a central theme, consider creating separate marketing
communications for each benefit.
The principle of
theme applies to the entire brand, not just to one marketing communications
piece. Constantly repeating the brand's theme will implant it firmly in the
customer's memory.
© Arun Sinha, Access Communications. Access Communications is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Communications's One-Minute Communication Tip at http://www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
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