A common misconception with marketing is that telling a lot about your business to a lot of people is always a good thing.
Not necessarily. Communicating to people has an inherent risk. At a subconscious level, people do remember what we tell them. It’s easier to write on a blank slate than erasing and re-writing on a pre- written slate. Similarly, it’s more difficult to educate an audience that has a wrong impression of your business than to educate those who know nothing about it.
What does this mean for your business? If any of your messages to your market conflicts with other messages you have sent to them about your business, the market gets confused. When people are confused about your business, they don’t respond to your marketing. Which defeats the whole purpose of marketing. To get a positive response from your market, you must have a core marketing message that you can reinforce with other messages to your market. This way, every bit of information you give your market adds to eveything else you tell them. Done correctly, like snowflakes building up to an avalanche, your marketing can generate explosive response from your market.