Voice-Specific Marketing 101

Take a look at the marketing efforts you see every day. If there’s one thing that sticks out about most of them, it’s that they are saying the same things. Quality, value, professionalism… Sometimes it seems impossible to tell one company from another.

And then you see that one company that stands out, that seems a little different. Why is this one different?

There’s a fair chance that this company is practicing Voice-Specific Marketing (VSM). This is the practice of utilizing your natural persuasiveness. It utilizes three reliable approaches:
1. Truth-based marketing – being honest.
2. Knowledge marketing – sharing your expertise.
3. Relationship marketing – building durable relationships.

Why does VSM work?

People are tired of phony, canned marketing approaches. VSM relies on the belief that your company has more to offer than slogans and clichéd promises of quality and service. Traditional points of differentiation, such as past successes and certifications, have become boring to many consumers. Now people want to know about your values and personality.

So, what is a voice anyway?

It is an expression of style preferences, values, and enthusiasms. It helps people know what is important to you and how you go about your work. It is reflected in your use of language and imagery in your marketing materials, how you answer the phone, and how you deal with customers on a daily basis.

How do I make it work?

Remember that your marketing is an invitation to a conversation. It is not simply there to sell things. You must have confidence that nobody does what you do the way you do it. And that if the right customers hear your message, they will be yours.

What are the benefits of VSM?

VSM can lead to a greater focus on what you’re doing and why you’re doing it. You’ll draw in more customers, especially the ones you really want, and you’ll have stronger relationships with your existing clients.

Remember that VSM is just a part of your marketing strategy. You still need to use the right mediums, effective offers and messages. And you’ll definitely have to provide great value and service for your customers. Just because saying you provide service and value sounds cliché, it doesn’t mean that actually doing it isn’t essential to your business.

-Gina