It could very well be the most important marketing tool you use. A good marketing message doesn't come in the form of a catchy slogan or a play on words. Here are some ideas to help you come up with your own best marketing message.
Have you come up with a main marketing message that you can use in all of your marketing?
I'm not talking about a catchy slogan or a play on words with the name of your business or the service you offer. It's not a meaningless phrase like "we do it right" or "quality service you can trust." These are things that anyone in business can say, and they are basic expectations anyway.
A core marketing message tells people what you want to do and who you want to do it for. It talks to the people you want to reach and makes them want to respond and find out more.
So many small business owners and professional service providers never take the time to do this for their own businesses. Most are coming up with a new message for each "marketing campaign." They are always trying out new ideas. And every new idea is a chance to try to come up with that perfect message that makes the phone ring like never before.
You need an ultimate core marketing message that tells your clients and potential clients directly and powerfully what they'll get from your services.
Here are three steps to create your own ultimate core marketing message:
Who are you trying to help? Be as clear as possible about who you want to reach. Take some time to be as clear as possible about who your ideal customers are. Why would you expect anyone to get your message if it's not clear who it's for?
- What is the main problem, issue, or challenge you want to help someone in that audience solve? This is really the core of what you want to say about your business. Most people are busy thinking about their own problems and looking for ways to solve them. So, if you can clearly explain a problem your client is having, they will listen to you because you might be able to help them.
How do you want to help your target market solve their problem, issue, or challenge? 3. What do you want the end result to be? People want to know what they'll get out of getting to know you or working with you. When you're ready to show that you're focused on giving them what they want, they will pay attention and want to know more.
All done. Now, take your answers and boil them down into one or two clear sentences that you can say with energy and enthusiasm. Tell people about it in everything you say and write, from a marketing point of view.
Don't pay attention to slogans. Make your best marketing message now and start using it.
