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:
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.