Message Marketing: A step-by-step guide to differentiation

Description

While marketing is still the exchange of information between sellers and buyers, the increasing clutter creates challenges in attracting and holding the buyers' attention for the seller to tell their marketing story. Furthermore, the growing clutter has had an impact on our attention span. Attention spans have withered. Research and trial-and-error testing tells us the average attention span of consumers is 8-seconds. In those 8 seconds you must attract and engage. Then, you have another 8-seconds to hold and encourage the prospect to learn more reasons to buy. If you are lucky & smart you will have more 8-second increments to latch onto this prospect or generate repeat purchases from customers. It has never been this difficult. This book, Message Marketing, is for CEOs of mid-size companies. While large businesses have the assistance of a marketing agency to help with the new challenges, most CEOs of midsize companies do not have that luxury. They have limited marketing resources. You are why I wrote this book. I want to give you a better chance to adapt your messaging for the 8-second attention span. Message Marketing provides a disciplined, step-by-step process to create a unique, relevant, and motivating marketing message. This process will help you reexamine your core, clarify competitive strengths, reestablish your value, and express it in language consistent with the way today's audiences learn. It is about matching your customer's needs and interests with your unique benefits and value. With so little space and time to communicate, the priority is having well-targeted messages. It results in identifying the most powerful messages for your 8-seconds. Throughout Message Marketing are real-life examples. I have selected challenging businesses where this process created a synergistic effect in the business. I hope you find this step-by-step process and the examples help you reinvigorate, better target, and continue toward your long-term marketing success.

Frank Bachochin is the President of Excel Marketing Services. He is a dynamic, results-oriented leader providing marketing solutions for small and mid-size companies. Frank's professional experience includes marketing research, market segmentation, new product introductions, regional and national advertising, promotions, channel marketing, and integrated marketing. His marketing career began as recipient of the Burke Fellowship and, after completing his MBA, he joined Burke's Chicago office directing consumer marketing research. He subsequently joined Needham Harper & Steers Advertising, McDonald's Corporation, Budget Rent-A-Car, and was a principle in two boutique marketing agencies before launching Excel Marketing in the mid-1990s. Frank is an active listener, is analytical in defining actionable issues, and applies a disciplined step-by-step process while staying focused on his client's priorities. He delivers creative, yet practical marketing solutions. Frank possesses the unique combination of . . . a passion for marketing . . . applied business experience . . . fresh strategic thinking . . . a proven, results-driven process . . . and, hands-on hard work. He listens, exudes competence, and builds relationships.