2009 Health Care Reform Initiative Lesson #8; Buyers Become Tone Deaf to Lazy Marketing Messaging
Marketers who build their message from within the perceived safety of their office walls create lazy marketing messages that are perceived as safe, but do not resonate in the marketplace. When marketing and their creative teams build messaging from an inside out approach, versus the market needs and problems in, they create noise and buyers learn to tune out to the noise. If you continue to violate your buyer trust with luke warm messaging that fails to explain the problems you solve for them, your buyers become tone deaf to all you’re marketing.
Scientists who have studied people who are tone deaf have found they lack specific connections in their brains. These individuals have an interruption in the synapses and thus no longer able to distinguish changes in pitch.
Your market becomes tone deaf by hearing repeated messages that do not resonate so they learn to disconnect from your product and your Brand.
The Obama administration is now in that ever so common place entrepreneurs find themselves after rushing to launch without doing the market research and connecting to buyer needs early on. When you launch products with a; Ready-Fire-Aim approach you miss your target and may actually hurt your relationships with buyers in your market.
The current administration was so focused on hitting a launch date (hasting) they compromised the needed upfront strategy work. When this occurs in your business, you launch expecting to sell 3,000 units of your new product or service and in reality you only sell 3.
Market Leaders recognize they have a problem early on, conduct win loss interviews, dive deep into their market to gain understanding (and not sell), and create learning’s.
In the Bible it talks about the sailors sending out “soundings” in the black of the night during storms at sea. What they were doing was listening for land, and more importantly rocks that could sink their ships. The Obama administration needs to be connecting to the market, and listening for soundings and not selling.
Once you learn more about your buyers, their problems, their buying process, buying criteria, and develop buyer personas, you can speak to them in a voice they hear an understand.
Market Losers just tell the same message, over and over again.( hoping this time it sticks)
Market losers are like Americans hiring taxi cabs in foreign countries…if the driver does not speak English…we just speak LOUDER!
Market Losers create Lazy messaging because they failed to do the strategy work upfront and pay in missing ROI targets and more importantly broken brand trust in their market.
If you find yourself in the middle of a storm brought on by underperforming sales to goal…
If you find your marketing team trying to convince you to spend more, have more placements and impressions, you may be dealing with a tone deaf market.
What do Market leaders do?
-
understand the value of spending time upfront in their markets
-
understand buyers and their problems
-
segment those buyers into common groups
-
create buyer persona
-
speak to their buyers in a voice that resonates
-
Constantly send out soundings in their markets, always listening…
