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As a co-parent of a toddler, I'm beginning to realize what they mean by "presenting a united front" when it comes to the messages you're sending your child.  And we've been quick to learn that mixed messages often end in disaster - usually in the form of a lot of Yes! No! Yes! No! conversations or heaven forbid an all out tantrum.

Sending mixed messages with your marketing can cause even greater problems.  With a tantrum, rest assured it will simmer to a whimper in a few minutes, with your business you could lose the sale all together!

This is why presenting a united front among all your marketing efforts is essential and in theory it's simple - be consistent in your message through all your marketing.  In reality it takes a little work... When most people think of marketing they think mass communications (radio, tv, newspaper) with a direct mail piece thrown in to keep the mail department busy.  But if you really want to succeed in presenting a united front you have to think of your marketing on every level - from your salesman's pitch to the signature on your email. 

Consistency is important because it creates top of mind awareness with your buyer.  It keeps your business/products/services at the forefront when they are ready to make a purchase and it creates a sense of trust and credibility for you business.  Not only must you be consistent with your message, but with your presentation. Using similar colors, images and layouts in all visual media will help brand your business and make your company instantly recognizable to potential customers.

"Okay", you say - simple I'll make sure to plop our message on everything... Good Idea, but what is your message? 

This is where many stumble and that's because it's the toughest task.  Many would think that their message is "Sale - 50% off Everything!" - but that's your offer.  Others may think "Call Now" or "Visit Our Website" is the message - but that is your call to action.  Both of these are important in getting the sale, but every business under the sun uses these same lines.  Your message should be a concise and strategic phrase that distinguishes you from your competitors and compels prospects to buy from you.

Your message, offer and call to action combined with how you distribute this information is your campaign.  Your message can define your company as a whole or a specific product/service that you offer.

Just s I must make sure the messages my toddler receives are the same whether they are coming from me, my husband or Dora the Explorer (she has an incredible amount of influence), making sure your message is consistent through all forms of marketing is a team effort - from the secretary to the CEO, make sure everyone in your company knows how you want your company to present itself and how you want products and services to be perceived - and be sure to apply these message to all your marketing campaigns.

WHO'S MESSAGE QUIZ:

• Save big money at ___________

• The company you keep.

• Disinfect to Protect.

• Have it your way.

• Strong enough for a man, made for a woman.
  

Find the answers here!

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