The one question marketing & promotion pros keep in the forefront – SCN Encourager

While the answers will vary, this single question directs discussion where it needs to be.

It will help you fine tune your tweak.

And who among us doesn’t crave experiencing a tip-top tweak?

So I apologize for not getting into this yesterday.

But I forgot all about it…

Right up until a few folks emailed me back to ask “what sort of tweak do YOU have in mind?

Apparently, these words from yesterday’s Encourager left some people perplexed.

“Tweak your message and make it new instead of just waiting for people to change their minds due to the drip-drip-drip of the same old, same old.”

They wanted to know the best way to begin message “tweaking.”

No one debated the fact that “brand re-positioning” (intentional tweaking) is an effective messaging strategy, they just wanted to know how to jumpstart the process.

So here’s what the best marketing and promotion experts would tell you– with me serving as your friendly neighborhood middle-man.

They’d tell you to really dig deep into answering this question right from the get-go:

“What’s the best plan for TRANSFERING our incredible excitement and enthusiasm for our [product/service] to others?”

This is where they’d tell you to start.

Sure, creating factoids and bullet points may play a role in your action plan later, but many experts say those items are NOT the key ingredients to ramping up your re-positioning tweak.

You’ve first got to convey and connect to your intended audience via a strong emotional bond.

Nurture empathy, not logic.

If you’re truly excited and enthusiastic about your programs and schools, invite the whole world in with open arms.

Roll out real people with real smiles, not research-based strategists with schemes.

AND IF you’re not excited and enthusiastic about your programs and schools…

Well, uh… I don’t know what to tell you.

And that’s making me panic, let me tell you.

Usually I can come up with something!

——————————————