I’ve sat in a lot of rooms lately with small business owners and discussed the imperative nature of syncing all their outbound messages together. And while it sounds good, it’s very often not something happens with great regularity. But doing so will help you to maximize your brand message and get the highest levels of return on your advertising.
Imagine the unity of message that could occur if your sales people were selling the same thing your print advertising was selling. And your print advertisement looked like your website, which looked like your facebook and twitter icon and direct mail/email messages. Then imagine that the radio spot sounded like the TV spot, which all looked similar to the print advertising and website.
Sounds intuitive right? Unfortunately, that level of message syncing rarely occurs, for even the largest, most sophisticated brands. But it is something that is worth paying attention to. And the good news for small business owners is that it is something that can be more easily accomplished themselves than it is for those very large, very sophisticated brands. And it matters, having a synced outward facing message helps your customers to focus on what you want them to focus on. That degree of focus will result in enhanced sales and increased profitability for your company.