I was recording the Surf and Sales podcast yesterday with Richard Harris and Scott Leese. We were talking about how important it is for an early stage company to get their messaging right and I shared a term I call "Frankenstein Marketing."
So what the heck is it? Well just as Dr. Frankenstein cobbled his monster together from mismatched parts, I've noticed a trend among early-stage start-ups: they're creating a "monster" with their marketing strategies.
Frankenstein Marketing comes to life when a start-up fails to take the necessary time up front to align their messaging. Instead they just start doing things.
Key aspects like who they sell to, the problems they solve, and how they position their product, how they compare with the other options are overlooked or misaligned.
The result? A patchwork of uncoordinated efforts that, much like Frankenstein's monster, becomes more harmful than beneficial. Emails that don’t aligned to the landing page message, a demo that covers different use cases or benefits than what is even mentioned on the site, etc etc...
So why does it matter so much? This approach creates a horrible experience for people engaging with your company. It feels completely disjointed and mismatched.
As a result conversion rates suffer, sales win rates are lower, churn rates are higher, all because you didn’t take the time up front.
Now, don't get me wrong, I love teams that move fast, experiment and pivot quickly when needed. However, they should be done within the boundaries of a well-established and agreed-upon messaging framework.
So, how do you avoid this fate?
Define Your Audience: Understand who your ideal customers are, what their problems are, what they need, and how your product can fulfill those needs.
Define What Problem You Solve: Understand the problem you are solving and ensure that it is communicated clearly in your messaging
Align Your Messaging: Ensure that all your marketing materials, from the website to emails to sales pitches, convey a unified message about your product and its value..
Collaboration: Encourage all departments to work together. Your customers and prospects don’t look at your communication from the silos they come from. It is all one experience to them.
Hope that helps and thanks for reading!
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Excellent! Your common sense approach must come from your mother😜