Are Your Marketing Messages Consistent?

So many wonderful lessons were learned recently upon hearing and observing professional speakers.  I make it my practice to observe those who have gone before me so that I may more quickly rise to where my vision takes me.

by Elinor Stutz, CEO Smooth Sale

The best speaker used her voice as a fine instrument allowing me to fully comprehend the analogy to its fullest.  Her talk was filled with emotional stories both funny and sad.  All the while her voice rose to a crescendo and then gently toned down to very soft notes of deep insight.  Her talk was as moving as an opera.

Contradictory Words had an Instant Impact

However, in my opinion, her ending spoiled the impact.  The speaker’s message was, “We should each stand in our own shoes.  It is important to enjoy our journey into the spotlight.” 

It was a very powerful message.  Everyone was engaged and on the edge of their seat.

The speaker’s power diminished when she made an offer contradictory to her message. 

Whereas she spoke of standing in your own spotlight, her offer was a collaborative project riding on her coattails focusing on her but not her clientele.  For me, the speaker’s offer ruined the entire message.

Consistency Builds Trust and Credibility

Consistency is a major factor to behold when building your brand.  Otherwise, trust and credibility will fade. Consistency must be perceived as your underlying marketing message.

Of the approximate 400 people in the audience, only about 28 people followed the speaker out the door to hear more.  This is a relatively low number considering participation fees will eliminate more prospects from becoming clients. 

Had the speaker instead offered a package whereby she would help members of the audience achieve their own success, it is a safe bet that many more people would have taken her offer.

What does this have to do with you, if you aren’t a speaker? 

The same principles apply no matter your field of endeavor.  When you convey you are working to help others and the benefit of working with you is clearly seen, you will attract greater numbers.  Business then becomes a very Smooth Sale!

Sharing is caring…so if you enjoyed this article be sure to share it!

Tags: Career, highlight, Leadership, marketing, Small Biz

Category: Sales & Marketing