Make your message clear, credible and compelling

James Carville faced an uphill battle.  His boss was running for President and things weren’t looking good.  George H.W. Bush held a stronghold in the polls.  But Carville understood something about the American people.  He knew that Americans were worried about their jobs, their money and their futures.  It was Carville who helped hatch the phrase that changed the campaign for Bill Clinton. 

“It’s all about the economy, stupid.” 

When Clinton began emphasizing the threats facing the economy and what he intended to do about those threats, America listened.  The message was clear, credible and compelling. 

While it is true that the economy is weak and the American consumer has slammed the breaks on spending, products and services are still being purchased.  Consumer spending is still THE fuel that drives the U.S. economy.  Consumers still pull the trigger and buy new cars and trucks.  They still buy sofas and water heaters.  They still go on vacations and out to eat.   

How do you get them to buy your products or services?  By providing that clear, compelling, credible message. 

Royal Bedding is a small mattress manufacturing company in Pelham, Alabama.  They make two-sided mattress sets right there in their factory and sell them in their showroom in the front of the building.  The company has carved out a niche.  They make quality mattress sets the way mattresses used to be made in America. 

Royal Bedding promotes their products through advertising in messages that are clear (“this is what we do”), credible (“we make mattresses with real American quality”) and compelling (“we provide value because we truly offer factory-direct pricing.  We build them in the back and sell them out front.”)

For more than two decades, Royal Bedding has been building and selling mattresses.  In August, 2011, they had the best month in their history. 

How many retailers could say that about any month in the last three years? 

If you provide a quality product or service and one that meets the needs of customers, you can still sell what you do.  Examine your message.  Make sure it is clear, credible and compelling.