Business TV: The golden secret to improving your messaging

Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, talks about a golden way to improve your messaging and it get doing better than it is today. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David Meerman Scott: Most companies when they're talking about messaging, they're thinking of things to be talking about, about their products. It's faster, it's cheaper, it's better and it all becomes product orientated messaging.

So here's the thing you want to try to do. You want to understand what is it that you want your buyer personas to believe about your organisation and or your product. And that's a really different thing than what your products and services do.

Here's an example of that. So most car companies talk about their cars in terms of, you know, its fast or it's easy to carry kids around or whatever things like that. But think about an example, virtually everyone in the world knows Volvo and I'm sure one word came to mind when I used that word Volvo, and that one word that comes to mind for practically everybody is safety. What Volvo is doing is that they want their buyer personas to believe that they're the safe car. And again that's really different than what the car actually does, which is to move people around.

So this idea of understanding in your own company what you want your buyer personas to believe, what you want the people who are our target markets to believe, is a really great way to focus on great online marketing. Let me give you another example.




As we're recording this right now, the US Presidential Election is in full swing. We've got a couple of months until the November actual election and it's been amazing to me to watch the rise of Barack Obama. This isn't a political discussion here, it's a marketing one.

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[felpaluche]

Thanks for the secret revealed.