Every industry uses its own particular jargon. You have no doubt heard or read some of these marketing communications terms: value proposition, positioning and buyer persona, to name just a few. The question is, do you really know what they mean?
The goal of all communication is to be understood, so let’s define some of the concepts that often mean different things to different people. (Note: this is a handy post to bookmark or share with your team.) (more…)
Suppose you sent out a direct mail piece, handed out a brochure or launched a website that misspelled the words “accuracy” or “quality”? The error just might overshadow the message. Perhaps the product specifications on your website don’t match the specifications in your product catalog. Not only can that impact your credibility, but the confusion could cost you a sale. I once worked for an educational company who put the wrong phone number in their school and library mailer. The phone number looked correct, but no one actually called the number to verify its accuracy. Imagine the surprise of the recipients who reached a phone sex line when they called to inquire about an encyclopedia. Are you starting to get the picture? (more…)
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