1.  Story Matters

The thing that makes Disney world so great is the story that they have created.  Every ride, every line into a ride and every employee telss part of a story that you have come to love.  Think about it.  you don’t just wait in line, you gradually move through a haunted forrest before getting onto a vehicle that takes you to the next part of your journey.  Even the shuttle bus is called the Magical Express.  yes it’s merely a bus that runs on diesel fuel; however, it always seems to be more full that the other shuttles at the airport.

Your business needs to be a little bit more like Disney World.  You need to tell a story and then live that story.  Walmart’s low prices aren’t just a slogan.  Walmart has built a sophisticated (and controversial) distribution, inventory, and labor system that ensures their prices are as low as possible.  The same is true with Hubspot, an inbound marketing software company.  How would it look if Hubspot, a company that touts internet and social media marketing, starts cold calling?  The story would be compromised, the trust they’ve built would be lost, and their product would become less credible.

2.  Be Relevantly Tangible

Have you ever visited a website, read the home page, and wondered how that company is going to help you?  Or even if you are their ideal customer?  If you are like me, this happens all of the time.  When a customer visits your website, they need to know EXACTLY what they are getting in plain simple English (or whatever language your customers speak).  Just don’t use jargon, no corporate speak, no Gobbledygook.

When we first started Cloud Marketing Labs, we made the mistake of being vague.  Our slogan was “Your outsourced marketing department”. While this will tell you what it is that we do (a marketing firm), it doesn’t necessarily state the benefit of doing business with us.  The phrase “Sales Leads in 30 Days Using Social Media“, coupled with the story of how we generated sales lead has single handedly generated more interest amongst our target market than any marketing effort (blog, PPC, Facebook, Twitter) we have put together.

3.  Brevity Rules

Be short and to the point.  People are consumed by information and just don’t have the time to read any more than they have to.  Not to mention, when people “run-on”, the tend to have nothing to say.
“I would have written you a shorter letter, but I didn’t have enough time.” – Mark Twain

4.  Focus on the few

All too often, we as marketers tend to focus on “the many”.  How many page views did we get?  How many people downloaded our book?  Instead, start focusing your marketing efforts on the few.  It’s great when 5,000 people visit your blog post.  But the people you want to focus your time and energy on are the 50 who subscribed to your news letter or took 45 minutes out of their day to watch your webinar.  These are the people who want learn more about you, who have a problem that you solve, and recognize that you might just be the company to solve that problem.