5 Tips from CRM Metrix's Laurent Flores

A marketing message is important, but the exact words you use to push the message are of equal, if not greater, importance. "In today's crowded marketplace, a lot of people have the same idea around the same time," says Laurent Flores, CEO of CRM Metrix. "You have to use the right words for the idea to fly."

Here, Laurent shares five tips on making your message "buzz-able."

Tip #1. Use words consumers recognize themselves in
Marketers tend to forget the essentials of communication, If you don't use the right words, if the consumers don't recognize themselves in the words you use, you won't be bonding.

Tip #2. Engage the consumers that matter
Leadership is in no way universal. Instead, it is category related. Look at natural touch-points with your customers to find the influencers who want to engage with their favorite brands.

Tip #3. Test the words
When marketers develop and test a product concept, they generally spend time testing the message, but not a lot of effort making sure the message is understandable. Invite opinion leaders and ask for their advice. Let them have a say about the actual words you use, perhaps via a simple online "VIP vote".

Tip #4. Seed trials and give them the ability to spread
Once consumers have been engaged, ask them to try out your product during a special premier. Give them the means to spread the word by making samples available or distributing coupons for discount.

Tip #5. Involve them in the process next time
When you invite consumers to view, evaluate, and help you evolve a product, it becomes theirs. Because they fully understand it, the message you create using their feedback is actually their message. Use the consumers you have found in previous campaigns to help you develop future products, and to help with the words for the campaign.

More about Laurent:

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Read Laurent's WOMBAT presentation (PDF download)