Well at least this is what happened when I saw the latest Yellow Pages television commercial.
I could not find a copy of the commercial to show you, however to paint a picture for you, there are a number of business owners writing on a wall the results they achieved with listing in the Yellow Pages.
One woman says the world “Gamble” in the context that she took a gamble listing her business. This meant to me that she was willing to risk her money without having an idea whether this would work or not.
Of course the commercial features that the gamble paid off and the business got the desired results. But for some reason whenever I see the commercial I associate it with BIG RISK and none of the benefits it is trying to communicate for the brand.
Many of Yellow Pages past commercials were great and they connected emotionally such as the one below which led many people using the words “Not Happy Jan” when someone made a mistake.
The marketing lessons for me are:
- Take time to develop your key communication message and the words you use
- Focus on the solution you provide not the problem your customers face
- Whether it is your website, brochure or email campaigns, take a second to check the message you are communicating with your current and potential customers
- Remember to communicate the benefits especially the emotional benefits of your brand
- Facts and figures are not as compelling as connecting with customers’ desires and needs
- It is the customer’s perception that is important, not your reality
Developing your key communication message is not always easy, especially if you have not done it before. It does however; get easier over time especially when you understand your customers’ problems, needs and desires
What are your tips regarding developing a marketing message?
Yeah, I thought the same way when I saw that commercial. They didn’t hit their mark with that one.
Jack, it would be interesting to see the results. Hopefully they will go back to the style of the old commercials.