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October 4, 2007

Top 10 Signs Your Message Needs A Marketing Makeover

Is your marketing dull, flat, and downright boring? Does it lack zest and appeal? Without realizing it you may be driving away folks who could easily buy your products or services. Read these ten signs and raise your awareness of what drives folks away and how to create a message which will catch fire with your target audience.

1. Its all about you.

Folks are not interested in you and your accolades. They want to know what you can do to solve their problem. Drop the focus on you, and turn the spotlight on what is important to your buyer. Remember Radio Station WIIFM. That stands for, “What’s in it for me?”

2. Its filled with details and research.

People become bogged down and bored with details and statistics. They are much more interested in buying from someone who shares their personal experiences and who is willing to build an open and honest relationship.

3. It lacks action-oriented words.

People love to buy Nike products, because the words “Just Do It” communicate action. By using words such as run, dance, live, sing, move, or play, you will get potential clients moving, excited about buying your product or service.

4. You have nothing new to offer.

People are bored with the same old same old. Put yourself on the bleeding edge of your profession by taking advantage of the new tools and resources which are out of the norm. If you are offering a solution that’s tired, old and outdated – people will respond in kind. Offer a solution that’s new and exciting, or old secrets that are little-known yet proven, and you will create more interest.

5. Your message says “neediness” and “desperation.”

If your marketing message is focused on “sell, sell, sell,” you will send the message that you are needy and desperate which will drive customers away fast. Communicate confidence, self-assuredness, but not arrogance and a willingness to provide value, and you will develop raving, happy fans.

6. Your message lacks “color.”

An selling message can be viewed in black and white and yet paint an amazingly colorful picture. Use powerful words which grab the attention of your potential customers such as discover (suggests excitement), proven (sends a message of peace of mind), and savings (everyone wants more money and more time). Get your hands on a copy of “Words That Sell” or “More Words That Sell” by Richard Bayan and you’ll have an array of great power words available to you.

7. You are marketing “on the surface.”

People buy based on emotions and then they back it up with logic. (Another good reason not to lead with statistics.) If you are selling shampoo, don’t just sell shampoo…sell beautiful hair, how others react to it and how that feels. If you are selling bookkeeping services, sell peace of mind and trust. If you are selling a vacation, sell a luxurious day on the beach and romantic walks under the stars.

8. It lacks “personality.”

Even if you are selling widgets, folks want to know who is selling the widgets. Why? Because they want to know you can be trusted to deliver as promised. Use fun photographs and life stories so that your buyers can get a closer look at your life. The connection you will make will be unforgettable.

9. Your message lacks “added value.”

Studies show people buy if the value is understood. If you charge extra nickels and dimes for small extras, you will quickly drive buyers away. People who “nit pick” over incidentals are considered “uptight” and “inflexible.” Yawn!!! Drop the nit-picking, and over deliver by adding extra value. Customers will love you for it!

10. You’re playing “Follow the Leader.”

People want to buy from leaders. Be bold and unique in what you stand for. Make this known on your website, in your brochures, and in the articles you write. Claim your position as a leader and people who resonate with your message will follow your lead. When you position yourself as someone who is unique, confident, and worthy of trust people will see that and be more likely to want to do business with you.

Author:  Denise Michaels’ ground-breaking, “Secrets of Money Making Sales Letters provides amazingly simple, step-by-step help to help you transform your cash flow. Find it at, Also, discover more about marketing mentoring with Denise at,