April 30, 2006
The Four “C’s” of Marketing
Business schools teach the “Five P’s” of Marketing but for small businesses, the “Four C’s” equal money in your pocket.
Here they are:
Credibility – Everything about you and your company must communicate that you are a professional. It is not just enough to be able to do the job, you have to be the best firm to do the job. Communicating this to your target audience is of paramount importance.
Consistency – Do not deliver mixed messages. Being concerned about repetition is secondary to driving your message home. When people hear your message consistently they know what to expect. Managing expectations helps develop trust. Customers who trust you will buy more frequently.
Clarity – Your message must be easy to understand. People must be able to comprehend and repeat it. If a customer can’t explain what you do and the benefit they get from working with you, then your message is not clear. I’m not advocating that you patronize your customers. Just make sure your message translates well as it spreads.
Compelling Presentation – If you want to win people over you must engage their emotions. Help them understand how your product or service will make them feel. Take them somewhere in their mind with your marketing. Entertain them. Help them experience a benefit of your product or service with their imagination.
Want to know more? Check back with me the rest of this week as I cover each of the Four “Cs” in detail.
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