On-hold: A Valuable Part of a Clear and Consistent Marketing Strategy

Filed under: On Hold Messaging — admin @ 9:53 pm

~ This was posted on - December 1, 2009

“Repetitio est mater studiorum.”

Rendered in English, the statement above reads, “Repetition is the mother of learning.”  I won’t attempt a Latin translation, but I think that maxim could be qualified to say something like, “Repetition of a clear and consistent message is the mother of learning.”  Vague, inconsistent, or contradictory messages lead to ambivalence, indifference, or rejection.

This is no less true when it comes to your customers, the messages you want to communicate to them, and the actions you want them to take as a result of those messages.  One of the secrets of successful sales is grasping the fact that sales resistance is not always due to outright rejection; sometimes it is a result of a lack of clarity.  I’ll state the obvious here:  If your various marketing and communications channels and messages are inconsistent, vague, or contradictory, the result will be that your customers will receive confusing, mixed, or contradictory messages.  Don’t look for high conversion rates in such a case.

It is essential that you are clear about who you are, what you do, what you sell, what your customers should buy from you and why.  A unified front is a must in your branding, imaging, selling – across all marketing channels – TV, radio, web, print, logo, vehicles, clothing, uniforms, billboards, signage, on-hold, in-store and in your company mission, vision, and philosophy as understood and communicated by personnel.  This may be a simple idea to grasp conceptually.  Consistent application of it takes work.  The “bull’s-eye theory of marketing” says that for a given product or service, at any given time, a certain percentage of the potential marketplace will be not at all “in the market”, another group will be “in the market” (the “bull’s eye”) and the rest will be somewhere in between.  Depending on your industry and the list of products and or services you sell, any one customer or potential customer could be at several different stages simultaneously.  To further complicate things, research indicates that the average consumer needs to hear a message multiple times before it registers with them.  Therefore, you may need to master a fairly complex matrix comprised of different products and services as well as the seasonal relevance and an eye toward planning for future needs, all the while aiming toward the goal of keeping your consumer messaging clear, consistent, and relatively simple.  Such an undertaking may not be for the faint of heart, but it’s an ongoing reality every successful business must consistently confront.

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