Chris Wirthwein, CEO of advertising agency 5MetaCom works primarily with producers of technical and scientific products. In his book, Brand Busters: 7 Common Mistakes Marketers Make, he gives advice on how marketers of these products can use well-accepted consumer marketing principles to reach their target audience effectively.
Here are 5 insights from Chris about Mistake # 4, Trying to please everyone.
1. In trying to appeal to everyone, marketers weaken their message to the point that they end up appealing to no one.
2. In marketing, it's about finding out the strengths of your brand that really resonate with your customers and making the most of them.
3. Studies show if you make a lot of claims in your advertising, you're inviting greater skepticism than if you make just one strong claim. Narrow your focus.
4. Most marketers use mass media to get customers to make a decision about their products. Mass media are idea for creating awareness and consideration. One study showed people exposed to product ads were nearly twice as likely to buy those products as people not exposed to the ads.
5. Your product doesn't have to be excellent in all areas for it to be successful. Claiming excellence is all areas only makes your marketing weak, unfocused, and difficult to believe.