So, Just What Is Relevance Marketing?

In effect marketing relevance efforts makes prospects subconsciously or even consciously say, “Wow, this sales/marketing message is about me.”

If your sale is possible, Relevance Marketing will sell when nothing else will.

You’re a businessperson, so you probably have a detailed understanding of what marketing means to you and your company.  But let’s define it anyway:

Marketing is the promotion and selling of products and/or services.

Important Point – I’m a longtime sales guy who went into marketing, so I view selling as the paramount function to keep a business running.  Selling is the crucial subset of the overall discipline of Marketing.  The marketing department is also a subset of the discipline of Marketing.

So let’s look at marketing relevance.

Relevance causes your prospects to identify with your marketing. 

• Identify with your marketing message. 
• Relate to your marketing message. 
• See themselves in your marketing message.

Prospects think your marketing/sales message is relevant to them if they realize that your message is about them – that is, relevant to them.

In other words, they should pay attention to you because your information relates to their lives and/or businesses.

In effect marketing relevance efforts makes prospects subconsciously or even consciously say, “Wow, this marketing message is about me.”

Relevance is an art, a science, and a philosophy; however, it is more important to realize that Relevance in marketing and sales is a series of practical steps you can take to improve your revenue and your bottom line.

In a nutshell:

Relevance Sells. 

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Unless you have an unlimited budget, your marketing needs to be relevant.   
If you have an unlimited budget, your marketing still needs to be relevant.