“Make yourself relevant”. A nugget of advice that sounds simple enough. So, why do few companies actually utilize this tip to drive sales? Because being relevant requires work.
You can’t distribute the same marketing brochure that you created half a decade ago to every segment of your market and expect it to make an impact.
You can’t email a case study highlighting a law firm’s success with your product or service to doctors and IT guys and expect your message to resonate.
And you certainly can’t speak to a prospect amidst today’s economic climate in the same language that you did 5 years ago and expect to reach them. Watch any car commercial currently airing and you’ll see the art of being relevant in action… “Prices at the pump leaving you penniless? Buy a Honda this weekend and get free fuel for the life of your vehicle!” A message like this is much more likely to strike a chord with consumers who are feeling the squeeze at the pump than a generic commercial focused on the performance of Honda vehicles.
Customizing communication based on elements such as the particular needs of a group of prospects or the current state of the economy is your ticket to being relevant. And being relevant is essential to the success of any marketing strategy.