Results PR and Marketing Begins With “Vision”If you are looking to “sell” your products or services through advertising, brochures, newsletters and PR, a successful result begins with more than just a good marketing strategy. It begins with a mission statement for a business and what I call a “vision.”
Creating a vision is a process to help you understand what it is that gets you out of bed each morning. Creating a vision is unique to every person. For some people it means building a bigger and better business; for others, the goal is to have the resources to allow more time off with friends and family. Once you identify your vision, it is important to share it with your staff so that the marketing becomes a team effort. Once your staff understand your vision, it will give them a sense of purpose and enable them to participate.
Tried, True Techniques
Whatever your vision, there are widely accepted marketing tools to help you reach your goals, here are a few suggestions:
- Good advertisements contain two elements: branding to convey the right message and a call to action to make the phone ring,.
- Your web site should be eye-catching, easy to locate and include options for customers to contact you via phone and email, as well as to subscribe to an electronic newsletters. A Web site should be more than just a shop window
- PR is the most credible and cost effective way to build a business. PR presents a higher image and lets you reach a more diverse target than advertising. It may not reach people as instantaneously as advertising and a story may be delayed because of other news. However, once the article or TV spot airs, you are perceived as “the best” at what you do because news story are more persuasive than straight advertising, and offers an endorsement not attainable through advertising.
- Other marketing tools you can offer includes brochures, newsletters, flyers, etc. and a message-on-hold system..
Now, in my opinion, all of these are necessary and none are more important than the other. It is just a matter of coordinating them in an effective and affordable way. My 7 Phase Business Building and Marketing System starts with Vision as it is the key ingredient to developing a successful business because it gives you a start and an end point.
