Marching Orders Using One Voice Over All Media
Whenever I teach a seminar or workshop on the basics of direct marketing, we talk about the fact that direct marketing uses a variety of types of media—not just direct mail lists. It's interesting how often businesses overlook the opportunity to send "one message"—no matter which medium they're using—whether it's broadcast, space, package inserts, direct mail or online advertising. One observation I'll make is that direct marketers tend to be better about sending the same message and using the same voice in all their advertising efforts than do traditional marketers who are crossing over into direct.
Here are some elements of your advertising message that can work together to support your marketing efforts:
Drive home key differentiating points, repeat them in all your advertising. For example, whether you're a customer or a first-time "window shopper" with Lands' End, they consistently remind you of their company's two-word pledge: Guaranteed. Period. You see this in their catalog, at their Web site, on their order form, in their space ads and on their package inserts. Even their telephone Specialty Shopper will remind you of the guarantee when they sense you're concerned about making a buying decison. If you have any reservations abut ordering because of size, fit, color, quality, match, whatever ... Lands' End wants to make sure know you can send it back for a full refund. At any time. For any reason. Poof! Objection neutralized.
Use the same "voice" in all your advertising messages, all media. The "voice" of your advertisng is what distinguishes you from your competition and solidifies your relationship with your customer. Lands' End and L.L. Bean may sell many of the same products, but the voice in their advertising is not the same. You can tell by reading their copy. While L.L. Bean's is factual and straightforward, Lands' End's is candidly conversational in everything from product to promotional copy: "A gift certificate lets them choose. Don't want to guess their size? A gift certificate in any amount, along with our latest catalog should do the trick. We even tuck in a handsome folder free of charge."