Fluff vs. Focus
Brand marketing is not complicated, but it is important and easy to get wrong.
This week, Lee at LINAR, your usual host, asked me to shed three little bits of light on some of the early stages of the customer acquisition funnel.
Briefly, so you know who I am, I’m Jamie Hockin, a Fractional CMO with experience across B2B and B2C brands managing the full conversion funnel from brand awareness through to acquisition and retention – and everything in between.
I work with LINAR and their clients to create clarity and differentiation in their communication and brand stories.
Marketing fluff I hear you say. Well, no. I’ll tell you for why.
The reason why ‘marketing’ in some companies gets a bad rap (fluff) is because many marketers overcomplicate an essentially straightforward process. They justify their existence by creating acronyms, layers of complexity, complex matrixes, unfathomable consumer journey’s that confuses their audience (you and your customers).
The LINAR team and I work well together because we both detest overcomplication and aim to focus on simple and transparent processes that deliver results. In that vein, here are three things that you can do to ensure your marketing and sales processes/teams work harmoniously.
#1. Clarity
Clarity is the foundation of creating the differentiation that we all desire.
One question you should have as clear as a Bahamian sea:
- What is your USP (Unique Selling Point)? Or put simply, what makes you different? Assume other law firms have good lawyers, decent processes and charge a similar fee, so what makes you different? Challenge yourselves to be honest with why your customers should (and do) choose you and bring that into your messaging and be single-minded about it. What comes out of that is your value proposition.
- Simplicity. Avoid jargon and complex language where possible. Use straightforward, plain English to communicate your messages. Your potential customers should be able to understand what you offer and how you can help them within seconds.
- Visual Clarity. If you are different from other law firms, than that should come to life in your visual identity – your logo, your colours, iconography etc – across your website, LinkedIn, emails, ads etc. Visual clarity means customers remember you. It’s that simple.
But only if you are consistent….
- #2. Consistency
Consistency in simple terms builds recognition over time. Consistency builds trust. When you are consistent across all touchpoints, it reinforces your firm’s identity and helps potential customers remember you. So, how to maintain consistency?
- Consistent visual identity. Use the same logo, colour palette, and typography across all platforms—your website, social media, business cards, and all marketing collateral. This visual consistency helps create a cohesive brand image – and builds trust.
- Consistent tone of voice. Develop a brand voice and stick to it. Build a solid framework of 3 or 4 key principles that you want to be known for. Are you a human brand? Transparent? Trustworthy? Innovators? Good value?
- Consistent messaging. Whether it’s the content of your regular blog posts, the style of your email updates, or the wording on your website, a consistent message helps customers understand who you are and what you stand for.
And please be concise….
#3. Be Concise
In an age of information overload, brevity is key. Concise communication ensures that your messaging is received and understood quickly.
- Clear Calls to Action (CTAs). Every piece of content should have a clear purpose and a direct call to action. Whether it’s encouraging visitors to contact you for a consultation or download a legal playbook, make sure the next step is obvious.
- Streamlined Content. Across all industries the number one issue that I come across, and fix, is businesses want to tell everyone everything, right now. We do this, this, and that, but don’t forget we also do this really well and this, and that….all of a sudden your customers can’t work out what you’re trying to sell and what you are really good at. You don’t need to say everything all at once.
- Focused Marketing Collateral. Be selective about the information you include in your marketing materials. Focus on the most important details that convey your value proposition and benefits. Leave out anything that doesn’t directly support your message.
Most firms don’t have all these things nailed, but focussing on CLARITY, CONSISTENCY and being CONCISE can make all the difference.
If you get the above right, the quality of leads and the speed at which these leads become customers improves exponentially.
Back to you, Lee…
