Your marketing message should be more than a tag line or a slogan. It will identify you and your unique selling proposition. Your marketing message will communicate your image, expertise and the value you bring to the market place. Your marketing message begins with your advertising then continues through your appointment setting, practice environment, products, community involvement, customer service and many other elements of your practice. Your marketing message should appeal to the demographic market place identified when you study the demographics of your area. See our article Mastering Your Area’s Demographics for more detail.
You will probably find that you will have multiple audiences to target. For example, the marketing message that appeals to customers age 72 and under is different from customers over the age of 72. Marketing messages based on income or net worth level is also essential to address. For more information on how to target more than one audience in a single mail campaign, contact us we would be glad to help.
Your marketing message should differentiate you from your competition. A common way to differentiate your practice is through the image your marketing message conveys. The average consumer cares more about the professional providing the instruments than the product or manufacture. Now consider that consumers are bombarded with advertising and you will require a plan to make your marketing message resonate with your target market. You will need to communicate a consistent message over time.