The key to success in any marketing project or campaign is to answer these three questions for your prospective customers.
1. What problem do you solve?
In the first few seconds be sure to describe how your product solves the problem (pain point) that the prospect has.
Here's an example from my company ReachLocal: Do you have the time, tools, and expertise to build and manage your web presence? We developed ReachCast so you don’t have to. It's our fully managed service that optimizes your Web Presence so you get more customers online while still having time to run your business.
2. What's in it for them?
Then you need to hit them with the benefits/value they'll receive by solving that problem. Of course the value must be relevant and compelling to the prospect. In other words, they must care about and want the benefits.
For example: ReachCast is a full-service solution that gets you more customers from the Web by:
- Improving your discovery on search engines
- Using social media to drive more online word-of-mouth and referrals
- Improving your online reputation with positive reviews
3. Why you?
Now that you have the prospect interested in getting those benefits you have to explain why they should buy from you and not someone else. Make sure to share the most important and compelling reasons.
For example: ReachCast is a turn-key solution comprised of our market-leading technology and our expert service team called Web Presence Professionals (WPPs). Unlike other products that are DIY, with ReachCast you get a dedicated WPP who does the work for you. Each WPP is an expert in search marketing, social media marketing and reputation management. That means they get you the results you want so you can focus on what you do best, running your business. We're proud that ReachCast won the Mashable award as "Best Social Media Service for Small Business."
In summary, this simple approach should be followed across everything you do: advertising, collateral, presentations, landing pages, videos, etc. And of course, good integrated marketing means that you keep your messages consistent in all those vehicles. Lastly, make sure you communicate quickly with short, compelling content -- you've only got a few seconds to grab the prospect's attention so less is more.