Stop kitchen sink marketing

A problem my marketing company deals with every day is getting clients to understand the importance of focusing their marketing message on one core unique benefit that their competition either does not offer or does not talk about in their advertising.

Businesses have the misconception that the more features and benefits you list in your marketing and advertising, the more chances you have at getting customers. I call this "kitchen sink marketing" because you are trying to include everything including the kitchen sink in your marketing message. THIS IS THE EXACT OPPOSITE OF WHAT WORKS!

"Why?" you ask?

Simple. People cannot remember a list of benefits offered by your company. There is just too much advertising noise out there. People are bombarded by thousands of advertising messages every single day. You think they remember them all? Do you? Unless you are living in a cave, over the past week you have seen or heard well over 2,000 advertising messages from TV, radio, billboards, the Internet, newspapers, magazines, posters, etc. Now, I what you to write them all down. Yes, all 2,000 of them. And, I want you to list all the benefits each of those companies offers you. Let me guess, you remember almost nothing, even if you really sit down and try hard. Why is your memory so bad? Your brain is protecting you from information overload. That is why you are darn lucky if a customer will remember one thing about your business. Your job is to own that one valuable idea in their mind about your business.

You will find that all great companies that have been extremely successful (billions of dollars in annual revenue) focus their marketing and advertising on ONE key benefit they offer. They do this because they understand people at best will only remember 1 thing about their company and they want to control what that one thing is that people remember.

If you want to grow your business and get customers to remember you, you absolutely must focus your marketing message on one powerful and unique benefit that your product or service offers and is unique in your industry. Do not become confused by me saying your unique benefit. Maybe all of your competition offers that same benefit. But, do they include it in their marketing? Do they focus on it as their #1 key benefit? If they don't, YOU can take the unique benefit and own it.

To your success!

Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"

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