Book Summary Preview : How to Say It: Marketing with New Media

The Big Idea

“How to Say It: Marketing with New Media” offers cutting-edge solutions for marketing your small business to today’s ever-evolving online community. Packed with content templates and practical steps for getting the word out, this book is a one-stop resource for building a network of loyal customers.

You’ll find quick tips for generating website copy, articles, podcast scripts, and blog posts, so you can launch an online marketing campaign no matter how limited your time or budget might be. It also covers:

• Tips for writing selling copy
• The keys to creating a marketing message that sizzles
• Step-by-step instructions for promoting with your new media tools
• Strategies for attracting site visitors and e-zine, blog, and podcast subscribers
• Savvy techniques for using search engines, viral marketing, and social media

Whether you’re just beginning to explore digital media or want to improve the marketing tools you’ve already built for your business, this useful guide will help increase your visibility – and your bottom line.

Why You Need This Book

This book offers new media tools that will help your business and your message stand out from the crowd. For each of the tools recommended, you’ll be shown how to speak to your always-evolving audience, who are becoming more savvy, edgy, and impatient every day – as well as how NOT to go about doing so.

Creating Your Marketing Message

A marketing message is a succinct statement that explains the purpose of your business to your target audience. It is no coincidence that the marketing message has been nicknamed the “elevator speech.” You should be able to say what you do, who you do it for, and the benefits you provide in the time it takes to ride the elevator – about thirty seconds.

Here’s an easy “what (verb), whom (ideal client), and how (key benefit)” formula for creating a unique marketing message that will quickly communicate with your target audience:

What do I do? Create [verb] mouthwatering confectionery.

Whom do I serve? People who are celebrating [ideal client].

How specifically do my customers benefit? Parties are transformed from the simple to the sublime [key result].

The next step is to combine your what, whom, and how: “Renaissance Bakery creates mouth-watering confectioneries that transform your celebrations from the simple to the sublime.”

Remember that your marketing message is dynamic, not static. Consider who you are talking to, and make sure your message is audience appropriate. Also, whenever there’s a change in your business product or service, it’s time to revise your message.

Getting Your Message Across with a Website

Today, without an online presence, your business is likely to be perceived as nonexistent. Your website is the hub – the gateway to all of your online marketing efforts. It is an integral part of your business identity and your calling card for doing business in the twenty-first century.

A website also is an essential lead-generating tool, capturing visitors’ contact information and automatically building your authentic customer list – spam free.

When communicating with your audience, remember that nonverbal communication is important on the web. When using a template, use colors that harmonize with your existing marketing materials to keep a consistent look. Better yet, hire a web-designer who can create an exact color match to your offline promotions and develop a personalized site.

 

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