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B2B Marketing Communications Message Alignment

What is Marketing Message Alignment?

Most small business marketing efforts fail because they do not focus on the importance of their marketing message. Small business is unduly influence by big business marketing's concern with the quantity of marketing messages not quality. This coupled with that fact that 99% of marketing messages are capacities and capabilities focused leads to a lot of wasted money that is rarely converted to an acceptable return on investment for every marketing dollar spent. 

Capacities & Capabilities the Wrong Message

Capacities and capabilities marketing is all about telling your prospective customers how great you are and all the wonderful things you can do for them. The problem with this type of marketing is that your prospects could care less about how great you claim to be and the things you can do for them. This is why most marketing does not generate the sales results we all seek. All the marketing messages your prospects receive are the same and so their eyes gloss over. The first principal of good marketing is to differentiate your brand and to get noticed. Yet, few people differentiate their company in any meaningful way and do not get noticed because they are sending the same unresponsive capacities and capabilities message as their competitors.

Customer Centric Marketing the Right Message

Your prospective customers are only concerned about their specific problems. What they want to know is do you understand their problem and do you have a solution that will work for them. This is the essence of customer centric marketing.

Recognizing Perfect Marketing Message Alignment

Perfect marketing message alignment is achieved when initial rapport is built with your prospect based on the realization by your prospect that you understand their business problems and you have indicate a willingness and ability to help them solve their problems. You have put your customer first and not yourself in the communications messages you are delivering to your sales prospects. It is not about you it is about them. You will now when you have achieved the perfect message alignment you seek. When a prospect calls you and says, "I feel as if I already know you and want to meet you as soon as possible", you have achieved perfect alignment.