Market Your Products, Not Your Promises

Everyone has an innovative solution these days.  I'm just waiting for McDonald's to start marketing the "Lunch Solution."  The conversation at the drive-thru window might go something like this..."Could I please get a solution, with a side of fries and Coke."

Smart marketing doesn't push empty promises and catch-phrases - it focuses on the benefits and differentiators of the product.  Here is a challenge.  If you can remove the product name or description from your marketing content, and replace it with any other product name - then you are just blowing hot air.

Here's a sample:


_______________ is a reliable solution that increases productivity and adds customer value through innovative technology which provides better performance, extended life and increased ROI.

If this is how your marketing sounds, your customers aren't listening.

Renting vs. Buying

Recently I've started using a new analogy to describe the difference in paid advertising (PPC) and organic optimization.

When you rent an apartment, you can move in on Day One and have a place to live.  It might be small, but it will suffice, and as long as you keep paying the rent you will always have a place to live.  Don't pay the rent however, and out you go.

When you build a house, you won't be able to live there at first, but when it's done you will own the property and always have a roof over your head.

PPC is like renting the apartment, but organic optimization is like building a house.  They can both have role in your web marketing strategy, but don't forsake great content and organic optimization for the paid ads only.