If you have any relationships with kids, this conversation is alive and well in your personal life.  And when it comes to sales and marketing… we know all too well that messages have to be repeated if we want our prospects and customers to know who we are.

But did you know WHY they have to be repeated?

I didn’t until I took this great communication class this past weekend and found out that the things we say simply disappear.
I know, this sounds a little confusing at first, but I’m going to show you exactly how this concept plays itself out in your marketing and when your light-bulb goes on, you’re going to practice small business marketing in a whole new way.

There is a distinct difference between the words that we say and the objects around us.

Conversations use words – and words are not objects, words are invisible and as soon as you say them, they disappear.  Objects take up physical space.

Do this experiment — pick up an object – any object; pen, cup, phone — any object will do.  Place it down on the table, then walk away.  Then come back.  Assuming that no one has moved it, it will still be there.  It’s an object – it doesn’t just walk away or disappear on its own.

Now – hold your hand in front of your face and say “Hey all you customers, click on this link, walk through my door and buy something!”

Did you SEE anything come out of your mouth?  Did people suddenly come walking through your door?  NO – because words are invisible.  They are not objects.

So here is the problem — we THINK that when we say something or have a conversation that it’s just going to be there — like that cup.  And guess what?  It isn’t.  We forget.  We forget most conversations in the instant that they come out of our mouths.
This is why your marketing communication strategy has to be structured in a way that keeps your message – your conversation – alive in the minds of your customers, your employees and everyone with whom your company interacts.  And this is the reason companies with strong simple mission statements are so successful, they have created an easy conversation to understand and to build a sales and marketing system around.

How to Target Buyers With Your Small Business Marketing Message

1. Keep it simple.  There is a reason that FedEx, Dominos and Twitter are all successful.  Their promise is easy to understand.  Get it there overnight, pizza in 30 minutes, messages in 140 characters.  There, I’ve communicated three HUGE brand messages in 12 words.  Can you do that?  If not, get started working on it.  Brainstorm with your team, draw pictures, do collages, make sticky notes, interview customers.  Aside from knowing who your ideal customer is – this is the next most important step.

2. Attach the message to an object.  We relate to the world in terms of three-dimensional objects.  That means that telling people simply isn’t enough.  You have to convert that message into something written .  Email is a step above just speaking and telling.  Interacting with your customers in a blog conversation or via social media is better – it keeps the conversation alive.  Supplementing your message with a three-dimensional object via direct mail is even better.  Creating a customer experience around your product or service is the best.  Take every opportunity to attach your message to an object and you will see an improvement in your conversions.

3. Keep saying it.  Stay in the conversation.  This is why your message needs to be simple, because the simpler the message, the easier it’s going to be to twist it and turn it into all kinds of fun and engaging content.  Your email marketing campaign tool is an ideal support mechanism for your message.  Also consider using direct marketing with certain segments.

4. Use different tools to have the same conversation.  Don’t stop with email marketing, blogging and social media.  Transition customers from the virtual realm into the three-dimensional realm.  Use surveys as an opportunity to have conversations with your customers, consider three-dimensional direct marketing as a way to reach out to specific and profitable targets.

So the next time your customers aren’t responding to your marketing messages, don’t get mad.  Instead, remember that they’ve simply forgotten or what you’re selling isn’t important to them at the time.  Take the time to learn what’s important to your customer when they are buying what you’re selling and then follow these steps to keep them engaged and your marketing message alive.