Why Bother Personalizing Your Marketing?

You want to get your company’s name out there, so it’s easy to think that all you need is as many touchpoints as possible. Radio, television, print: you’re using repetition so that people will think of you the next time they need your service. However, you need to think a little bit further than just repeating your name over and over again. You want to find a way to condense all of the amazing and different things that you do so that your marketing becomes more personalized to your business.

Let’s say you run a bakery, and if you look at other people’s website you find that they all start to sound like carbon copies of one another. Fresh ingredients, great taste, custom ordering are all far too generic for people to get any real sense of why they should pick them over other people. It’s gotten to the point where everyone checks Yelp before they even think about going to a website because it’s too difficult to get any real sense of the truth. When you approach your marketing the same way you approach your business, you can start to unravel where it is you distinguish yourself from your direct competitors. You can only fool people for so long, so start by being as upfront as possible. In this way, your marketing becomes personalized to you. Then you can start driving that home through the many different mediums available to you.

No matter how you set yourself apart, stay true to your original message so people can expect consistency from you. You can always offer new services or discounts, but don’t look desperate or imply that you’re skimping on quality. Real marketing takes time, so stick with it and don’t be discouraged.