Too many times we think we are saving money by sharing ALL we do in one communication piece. You’ve seen it too and probably been guilty of it a time or two. Instead of focusing on the benefits of what you do and listing a service or a group of related services in a package, you provide a list of all of your services because “what if someone wanted eggs, and I only talked about butter?” This makes for mixed marketing messages.
While it is true that someone might want to purchase a product other than the one you were talking about in that particular brochure if you focused on the benefits of butter, and how well it makes a cake – then you leave the prospect to ask about butter, and eggs. (I am making myself hungry)
I found a picture that articulates the idea of “telling everyone all you do and creating a mixed marketing message” so well – and it made me laugh…
AND – now I am not so hungry any longer… When you talk about two completely separate services, you cause confusion – and sometimes you then have to explain and you lose the power of the message.