Our Five Pillars of Effective Marketing: Clear, Concise, Consistent, Coordinated and A Little Redundant

How do you create effective marketing materials which stand out, cut through the clutter and get results?  Why hire us, of course. Or at least take our Five Pillars of Effective Marketing to heart.

What are the Five Pillars of Effective Marketing, you ask? Have a clear plan, use concise language, be consistent, coordinate for continuity and a little redundancy unifies all efforts.

1: Have a Clear plan

• Establish formal goals, create a written strategic marketing plan and put systems in place to measure all activities.
• Know your strengths but understand weaknesses even more.
• Plan for things to go wrong - because they will! Determine how and who will respond when it does.

2: Use Concise language

• All advertising, digital, social, PR, collateral, video, sales materials etc. must be easy to understand in the minds of customers, prospects and stakeholders.
• If messaging is too complex or requires more explanation, you have failed.
• Don’t use industry or company jargon.

3: Be Consistent

• Review, evaluate and prioritize all target audiences / stakeholders and create messaging which is directly relevant to each.
• Effective marketing materials should address stakeholders’ needs and clearly identify how you solve their problems.

4: Coordinate for continuity

• Use similar copy and messaging throughout all marketing materials.
• Speak with one voice.
• Language has to be adopted by sales, customer care, tech staff etc.

5: A little Redundancy unifies all efforts

• Tell each audience what you are going to say.
• Tell them what you want them to know and what they need to know about you.
• Tell them what you said.

We have specialized in these Five Pillars of Effective Marketing for more than 30 years so call us when your marketing isn’t getting the needed results.

But until then, remember this. Marketing works best when it is – wait for it – clear, concise, consistent, coordinated and a little redundant!

Richard Abels of the Abels Communication Company

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