Compelling Marketing Messages are essential in effective marketing communication. Many times, it’s not just about what you say as much as it is about who you say it to and how you say it. As business owner, it’s critical to get your messaging right in order to communicate the value of your brand, products services and ultimately how you deliver transformation to your target market.
Every business needs an effective and compelling marketing message. Your messaging is what attracts prospects to become paying clients or customers. The goal of your messaging should be to pull your prospects toward you and make them want to buy from you as well as engage with your brand or business. Below I’ve listed 7 key steps to help you craft a compelling marketing message.
Get Clarity About Your Target Market.
The ability to clearly understand your ideal clients is critical in crafting a compelling marketing message. If you want to reach and connect with the right group of people, you must know who they are and speak their language. In so doing, you need to determine your niche. Ask yourself what you are selling and to whom. Have you properly identified the benefits of dealing with your business and a concise manner? Do those benefits align with the needs of your target customers? Answering these questions will help you focus your messaging and position your strengths in an advantageous manner.
Consider the Pain Points, Challenges and Needs of Your Target Market.
When you consider the issues that people in your niche are dealing with that are sources of pain or discomfort, you will have a good idea as to what issues your message should address. The main thing to remember here is, to mention the problem but speak to the solution as well. Every business large or small exists to meet a specific need or address a desire or solve a problem. The fact is every product or service should respond to a customer’s pain point. A pain point is defined as, any need, problem, desire, or challenge that is held by your target market. How you address these “pain points” is an important component in your messaging.
Describe Your Product Clearly & Concisely
When you speak about what it is that you do, it’s important to get to the heart of the matter quickly. Your prospects should be able to understand the benefit of buying your product or experiencing your service. Products are a key ingredient of your business recipe but they are not the total recipe. Your product or service should only be a small part of your overall message. Of course, you product is what you bring to the table for your target audience, but you are offering more i.e., – customer service, convenience, reliability, experience, etc. Therefore, consider these factors as it relates to how relevant they are to your customer. You must consider the “who cares” factor? What benefit does it offer for them?
Provide Proof Points.
Providing proof to back up any claims about your business will give you credibility. A proof point is evidence that you can deliver precisely what you say you can. Proof points can be documented in the form of testimonials, case studies and endorsements. These statements allow your potential clients to see that others have vouched for your business acumen and they don’t have to simply take your word for it. When you offer proof points from third parties it helps to position you as an authority in your niche.
Showcase Your Uniqueness.
Let’s be clear, there are probably hundreds if not thousands of people in a 100 mile radius of you who also do what you do or offer something similar. In a world where many people try to copy their competition and no one truly stands out, you must be the odd one in the bunch. Being unique is doing something differently than the norm, speaking differently or showing up in a way that has never been done before. You have come up with your messaging so not it’s time to tie that into what the benefit is for your customer and why it should matter to them that you’re different in this particular way.
Decide on Your Messaging Vehicle
Your messaging must be fluid and flexible. You should be able to use your messaging on your website or a brochure. The key is consistency no matter which vehicle you choose. Whether you use a short and sweet version or long version, your messaging should be flexible yet cohesive enough to be converted from a 30 second elevator pitch into a 3 minute sales pitch. The longer versions enable you to add specific services, benefits, and value statements, accompanied with proof points that back up why customers should do business with you.
Be Consistent
Use your messaging everywhere and often. Once you have drafted and crafted your messaging into a fine tuned piece of communication, you’ll want to make sure you use it everywhere. This means everyone from the receptionist to the CEO should be singing the same tune and the messaging should sound and look the same, always.
If you follow these steps, not only will you have a compelling marketing message, but you will ultimately get more clients and increase sales. Now over to you. Tell me what strategies or tips can you share that helped you to craft your marketing messages? Be sure to leave a comment below and share the love on social media. Someone you know, needs to read this information.
Quality Media Consultant Group LLC – Compelling Marketing Messages: How to Create Them & Why You Need Them!